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27 JUNK 1»«0 
40< ■ copy*** m ymr 



S PO N SO R 



THE WEEKLY MAGAZINE RADIO/TV ADVERTISERS 





CAN AUTOS BE 
SOLD LIKE 
SOAP ON TV? 



Detroit will try. The 
buying of minutes on 
the webs next season 
is a major ad switch 



Page 33 



s 




S A THIRD PARTY LANDSLIDE 

. . . 3ft t(i6 Sfcnd JdlUk and ^oney 

D WHY NOT! LOOK AT OUR PLATFORM 

1. Channel 2 for those extra counties. 

2. CBS for the best in Public Service. 

3. 400,000 TV homes for greener pastures. 



pie yfonct o| j\j{ik ad ^<bney! 



NCS may spur 
new buying 
trends on radio 

Page 37 

Profile of 
a radio 
image builder 

Page 40 

Animation 
scores a 
breakthrough 




I E E N BAY, WISCONSIN 

I 




IS THE BRAND-NEW AND 




to 



5 





UUCQQOCOO 



The Trojan Horse and the siege of Ilium, 
Are spectacles that awe our Willy M. 



The West's at its wildest when Willy heads out 
With Buffalo Bill, the famed Indian Scout. 



TRANS-LUX TELEVISION CORP. 



625 Madison Avenue, N. Y. 22, 

NEW YORK • CHICAGO • HOUVWOOO 

SPONSOR • 27 JUNE 1960 



VERY ORIGINAL TV CARTOON! 



Willy McBean lives in a special children's world, full of fact, fiction, 
fantasy and fun! He roams the past, the present, the future, with all 
the great adventurers of all time! Yes— Willy is as wonderful as the 
imagination of a child. That's why this fresh new television pro- 
gram will capture the heart and mind of every boy and girl . . . and 
grown-ups who are young in heart. 

260 episodes available January 1961 





The bold adventures of a Viking, 
Are very much to Willy's liking. 



Back to the Stone Age our brave Willy went- 
The creation of fire was quite an event! 




Willy is wide-eyed, just look at him gawk, 
When the Wright Brothers fly at Kitty Hawk. 



What Willy finds in outer space, 
Makes Halloween seem commonplace. 



N. Y., PLaza 1-3110-1-2-3-4 ^ ln f orma tion, contact RICHARD CARLTON, Vice President In Charge of Sales 



SPONSOR • 27 JUNE 1960 




W IA IA < 

§ % 3 ! 

a □ 2 2 

o o o ^ 

m z z 

'> w w w 



NEWSMAKER 

of the week 



The foreshadowing of the importance of international tele- 
vision looms large in the decision of the Chrysler Corp. last 
Week to divide its international division advertising between 
two giant agencies with proven tv experience in automotive 
advertising. BBDO as of 1 August will service the Dodge 
passenger cars and trucks, with Young & Rubicam handling 
Valiant, Plymouth, DeSoto, Chrysler, Imperial, and Simca. 

The newsmaker! Clarence A. Kelso is director of adver- 
tising for Chrysler International, with headquarters in Geneva, 
Switzerland. His entire business career has centered on positions 
which have fostered the development of international trade by means 
of advertising and merchandising, and he's an on-the-scene specialist 
in several major areas of the world — Latin America, Europe, both 
the Near and Far East — because of work and residence there. 

His move to appoint these large 
U. S. agencies, which are both ori- 
ented toward international and tv, 
involves the same shops which 
earlier this year were tapped to 
service the giant domestic car and 
truck accounts. BBDO's inter- 
national Dodge line includes the 
Polara and Dart, the new compact 
Lancer which will debut this fall 
and the full line of trucks. BBDO 
recently expanded heavily into the 
international area. 

Y&R, with many international 
offices, is responsible for international advertising on the Valiant, 
Plymouth, DeSoto, Chrysler, and Imperial cars, and on Simca. 

Heretofore, the international advertising has been serviced by 
agencies specializing in this field: Dolan, Geneva (Dodge cars) ; 
Publicontrol, Brussels (trucks) ; James Jones, Paris, and Richard 
Meltzer, U. S. (Simca). Total billings are believed to range between 
$7 and S10 million annually. 

Mr. Kelso has served as merchandising consultant to the com- 
pany's overseas distributing and sales organizations and has super- 
vised — in addition to automotives — merchandising programs for Air- 
temp air-conditioning equipment, MoPar parts and Chrysler indus- 
trial and marine engines. 

He started his career in Detroit, working in export departments of 
several ad agencies and auto companies after attending Amherst 
College. He's a native of Decatur, 111., and received his early educa- 
tion in Chicago. 

Mr. Kelso is a member of Phi Gamma Delta and Phi Epsilon fra- 
ternities, the Overseas Press Club, the Circumnavigators Club, and 
the International Advertising Assn. of N. Y. ^ 

SPONSOR • 27 JUNE 1960 




Clarence A. Kelso 



NEWSMAKER STATION of the WEEK 

WARM - WARM-land, Pa. 



This is WARM-land ! 



— WARM 0.5 mv/m contour 



* WARM-land is as large a market 
as metropolitan St. Louis with 
total retail sales greater than 
Miami, Florida. 



The WARM market of 
Northeastern Pennsylvania includes: 

• POPULATION 2,167,200 

• RADIO HOMES 527,887 

• CONSUMER 

SPENDABLE INCOME * 3,225,057,000 

• TOTAL 

RETAIL SALES $ 1,857,694,000 

. . . unreached by any other 
single advertising medium. 




Be sure WARM-land is on your 
market list call your EAST/man 
for details. 



And WARM is the dominant advertising medium— more audience than the 
next 3 stations combined in the new WARM-land 12 county area Pulse. 



robert e. eastman & co., 




inc. 



representing major radio stations 



NEW YORK: CHICAGO: SAN FRANCISCO: 

527 Madison Avenue 333 N. Michigan Ave. Russ Bldg. 

New York 22, N. Y. Chicago, Illinois San Francisco, Cal. 

PLaza 9-7760 Financial 6-7640 YUkon 2-9760 



DALLAS: ST. LOUIS: LOS ANGELES: 

211 North Ervay Bldg. Syndicate Trust Bldg. Taft Building 

Dallas, Texas 915 Olive St. 1680 N. Vine S'. 

Riverside 7-2417 St. Louis, Missouri Hollywood, Cal. 

CEntral 1-6055 HOIIywood 4-7276 



DETROIT: 

Book Building 
Detroit, Mich. 
WOodward 5-5457 



sponsor • 27 JUNE 1960 



9 



Throughout the World 

A famous name for QUALITY is 



ROCHESTER'S 



Bausch & Lomb 




Constant checking of the optical systems against 
performance standards insures high quality products. 

In the vital ROCHESTER, N. Y. area 

The QUALITY 
Radio Station is . . . 



AM-TV 

BASIC CBS ROCHESTER 




REPRESENTATIVES: EVERETT McKINNEY, INC. 
NEW YORK . CHICAGO . LOS ANGELES . SAN FRANCISCO 



10 



3P0N30R 



Editor and Publisher 

Norman R. Glenn 

Executive Vice President 

Bernard Piatt 

Secretary-Treasurer 

Elaine Couper Glenn 

EDITORIAL DEPARTMENT 
Executive Editor 

John E. McMillin 

News Editor 

Ben Bodec 

Managing Editor 

Alfred J. Jaffe 

Senior Editors 

Jane Pinkerton 
W. F. Mikich 

Midwest Editor (Chicago) 

Gwen Smart 

Film Editor* 

Heyward Ehrlich 

Associate Editors 

Jack Lindrup 
Gloria F. Pilot 
Ben Seff 
Lloyd Kaplan 
Walter F. Scanlon 

Contributing Editor 

Joe Csida 

Art Editor 

Maury Kurtz 

Production Editor 

Lee St. John 

Readers' Service 

Barbara Wiggins 
Editorial Research 

Helene Etelson 
Barbara Parkinson 

ADVERTISING DEPARTMKN I 
Sales Manager 

Arthur E. Breider 

Eastern Office 

Willard Dougherty 

Southern Manager 

Herb Martin 

Midwest Manager 

Paul Blair 

Western Manager 

George Dietrich 

Production 

Phyllis Waldbrand 

CIRCULATION DEPARTMENT 

Benjamin Waldeck, Manager 
Bill Oefelein 

ADMINISTRATIVE DEPT. 

S. T. Massimino, Assistant to Publisher 
Laura Oken, Accountinq Manager 
George Becker; Anne Marie Cooper; 
Michael Crocco; Syd Guttman; Wilke 
Rich; Irene Sulzbach; Flora Tomadelli 

SPONSOR • 27 JUNE 1960 



presidential candidates, a l^emocrat, assumes mat tne rorand plan Mr 
is what the people should have. 



Good for W D A F 

Having neither the time nor the patience to sit and watch T. V.. 
(and we never did get our antenna put up after we moved.) we have 
become quite a radio fan — you can listen to radio while you work. So 
we want to hand a bouquet to some of our radio stations and network^ 
for their good programs. We like \VDAFs new features — Point of 
Law and Reporter's Scrapbcok. and Conversation. They are interesting 
and informative. (WondtT if WDAFS Walt Bodino us any relation to 
the Bodincs of Paris, Mo.) Anyway, it looks as tho the folks who plan- 
ned these programs realize that radio should grow up even if TV has- 
n't — and even if a few radio stations have decided to stay on a very 
low-Teen-Age level. 

And we heard a good interview with Dr. FraiJdin D Murphy on 
another WDlt\P program Sunday. In these days of rock and roll ai.-i 
disc jockeys turned pundits, we're glad that part ,1 th radio industry 
is giving us some adult fare. 



V 



WOMAN'S 





The above editorial is from the Humboldt (Kans.) Union of Thursday, 
April 7, 1960. 

Humboldt is about 105 miles down highway 169, southeast of Kansas 
City . . . where the sound from Signal Hill comes in loud and clear, 
just as it does in hundreds of towns all over the golden circle WDAF 
has served since 1922. 

We are most grateful to Publisher Malcolm Higgins for this recogni- 
tion because he has praised the qualities WDAF Radio has worked the 
hardest to achieve . . . interesting, informative adult programming. 



A 



WDAF 610 RADIO • SIGNAL HILL . KANSAS CIXY, MISSOURI 



REPRES 



ENTED BY HENRY I CHR1STAL CO . INC. 



NETWORK PROGRAMMING! 

AIR POWER • CODE THREE • SAN FRANCISCO BEAT • NAVY Li ' 
SHOTGUN SLADE • TRACK DOWN • THIS MAN DAWSON • 26 Ml t 
THE CALIFORNIANS • THE HONEYMOONERS • MR. ADAMS AND E ! 
MEET McGRAW • DEADLINE • BOLD VENTURE • COLONEL FLAf 
SILENT SERVICE • FLIGHT • PANIC • POLICEWOMAN DEC) 



IT'S A GREAT LIFE • INTERPOL CALLING • YOU ARE THE 



.0 



HIRAM HOLLIDAY • MIKE HAMMER • BOLD JOURN * 



X 



wpix-11 is the "Network Station" for Spot Advertisers in New York! Audiences have 
learned to expect network quality entertainment every night on WPIX-11. Advertisers 
know that of all seven New York stations only WPIX offers so many opportunities to 
place minute commercials in prime evening time in such network quality programming. 
And Nielsen has proved that WPIX audience incomes, home ownerships, jobs, etc. are 
the same as on the leading network station! You'll never find "mail order" or 
over-long commercials on WPIX-11. You will find important looking programs, 
only the best advertisers and a proved quality audience ... on a station that has a 
healthy respect for the rate card. Where are your 60-second commercials tonight? 



I 



ETWORK AUDIENCES NETWORK ADVERTISERS 



1 . Nielsen recently studied his entire New York sample, both Audi- 
T and Recordimeter-Audilog homes, and found "no significant 

I Wence" between the kind of people who watch wpix 11— New York's 
ng Independent station— and New York's leading Network station. 

1 Nielsen "WPIX AUDIENCE PROFILE" study provides a direct com- 

i on of audiences for the prime qualitative categories of: FAMILY 
>ME • HOME OWNERSHIP ■ AUTOMOBILE OWNERSHIP ■ SIZE OF 

' fclLY ■ AGE OF HOUSEWIFE ■ OCCUPATION, HEAD OF HOUSEHOLD 

..i 7:00-11:00 PM, seven nights a week. Qualitatively they are equal. 

; Nielsen states: "NONE OF THE COMPARISONS YIELDED A SIG- 

l CANT DIFFERENCE!" 



gate-Palmolive Co. 
Pharmaceutical Co. 
National Biscuit Co. 



The Procter & Gamble Co. • General Motors Corp. • Bristol-Myers C 
General Foods Corp. • Chrysler Corp. • American Airlines, Inc. • C 
' R. J. Reynolds Tobacco Co. ■ Warner-Lamb* 
Inc. • United Air Lines, Inc. • General Mills, lr 
• U.S. Rubber Co. • Brown & Williamson Tobac 
Corp. • Ford Motor Co. • The Coca-Cola Co. • General Cigar C 
Borden's • Trans-World Airlines, Inc. • Vick Chemical Co. • P. Lorilla 
Co. • Best Foods • U. S. Tobacco Co. • Texaco Canada Limit 
Kellogg Company • Miles Laboratories, Inc. • The American Tobac 
Co. • Cannon Mills, Inc. • International Shoe Co. • Firestone • G 
Oil Corp. • Sterling Drug, Inc. • Lever Brothers Co. • and many mo 





by Joe Csida 



i . 



Sponsor 

backstage 




Tv sports: pre-conditioner of live events 

Perhaps the oldest, and yet the most fascinat- 
ing story in television, on a continuing basis, is 
the medium's effect on other phases of American 
life, on entertainment, and especially on sports. 
My boy Buster (13) and I are rabid sports fans 
and, in a sense, somewhat special sports fans, in 
that we patronize 'em all. We catch the key base- 
ball, basketball, football and hockey games, but 
can also be found at other events, such as an occasional wrestling 
match at Madison Square Garden or even Island Garden in Hemp- 
stead, Long Island, the Roller Derby at the 14th Street Armory, or 
most recently the International Soccer matches at the Polo Grounds. 

Last Saturday night (11 June, as this is being written) we watched 
the team from Nice, France, do violent battle with the New York 
Americans, and the champions from Burnley of England lock legs 
with the Irishmen from Glenavon. In the box to our right was a 
handsome middle-aged gentleman with two youngsters, possibly 12 
and 14 years old. He and the boys had seen the double header of 
the previous Saturday on tv and they had decided to come to the 
Polo Grounds to see the game in the flesh at the first opportunity. 

Here's the latest example, then, of the strong possibility that tele- 
vision will be the big factor in making a sport new to Americans, 
profitable and popular here. All over Europe and in many sections 
of South America, of course, it is not at all unusual for the matches 
to draw crowds of 100,000 people, and some of the most popular of 
the contests have drawn over 200,000 fans. It's easy to see why, too. 
The game is far more rugged than our most rugged — say pro foot- 
ball, hockey, or NBA basketball. No substitutions are allowed, and 
time outs occur only when a man is injured. If the man can't con- 
tinue play, his team simply plays with one man less. 

The players race, and charge and kick and butt their rugged way 
up and down and across the field for 45 almost uninterrupted min- 
utes at a stretch for each of the two halves of the game. The con- 
tests are bitterly fought. In the game we saw Saturday, the Nice 
goalie hauled off and hit one of the Americans right on the jaw and 
knocked him absolutely ice cold. The goalie was ejected, and after 
a dousing by the team's trainer the American wobbled to his feet 
and resumed play. 

As earnest and hard-fought and legitimate as are the soccer 
matches, just so staged and vaudevilleized are the wrestling matches, 
of course. Yet just as the telecasts of the soccer games seem to be 
drawing certain kinds of fans, just so do the wrestling videovaude 
programs draw others. Buster and I have been at Madison Square 
Garden on at least two occasions when the 18,000 seats in the house 
have been completely sold out. And an evening with the fans on 
these frantic nights quickly reveals that they have^ followed the noble 
(Please turn to page 16) 



SPONSOR • 27 JUNE 1960 



Move over, 
ARB, 
Nielsen, 
& Pulse. 

Make way for 
John of Tripoli: 




This analysis-in-depth conies to you breathlessly from W.MT- 
TY (Channel 2). whose management swears (1) that Tripoli, 
Iowa is 42 air miles from our transmitter and 67 air miles from 
Cedar Kapids; (2) that this survey was unsolicited;* (3) that 
John is not a member of our staff. (Marshal J, our own cowboy- 
type cowboy, is.) 

* Prof essional surveys show that WMT-TV is number one in all time 
periods from 9:00 A.M. until sign-off in share of audience- in station 
totals, WMT-TV enjoys a substantial dominance from 6:00 A.M. until 
sign-off. More than half of the state's 734,000 tv homes are in our tv 
area ; an average of better than 50% of these sets are tuned to W'MT-TY. 
(Our national representatives: The Katz Agency.' 



SPONSOR • 27 JUNE 1960 



■ 



YOU MISS 




THE SIX 
BILLION DOLLAR 

WHEELING- 
PITTSBURGH 

MARKET WITHOUT 




50,000 WATTS RADIO 




NLY 50,000 WATT NETWORK STATION IN AREA 

the STORE R station 
backed by 33 years 
of responsible broadcasting 
CALL BLAIR 



16 



Sponsor backstage (Continued from page 14) 



or nefarious doings of their heroes and villains respectively on the 
teleprograms, and the live events are merely the dramatic highpoints 
for which careful telestaging has prepared them. 

Closed circuit pays off 

Perhaps the most spectacular telesports developments of all have 
been the closed circuit pay telecasts of the major boxing events of 
recent years. The record holder in this category, of course, is the 
Sugar Ray Robinson-Carmen Basilio battle of a couple of years ago, 
which grossed almost $1,500,000 for about 365,000 seats in 175 
theaters and other locations. 

Teleprompter is hustling like crazy right this minute to shatter 
that record with the upcoming heavyweight title return match be- 
tween Ingemar Johansson and. Floyd Patterson. At last count Tele- 
prompter execs said they hoped to sell somewhere around 750,000 
seats in 200 or more locations. They expect most locations to get 
between three and 10 dollars per seat, although the greatest percent- 
age would no doubt come in around three to five dollars. Interest- 
ingly enough only about 90 of the 210 spots which will show the 
bout are theaters. The rest are auditoriums, school assembly halls, 
ball parks, jai alai palaces, etc. 

Philco has worked out a deal with the Teleprompter people to buy 
roughly 25,000 seats in about 50 locations for private closed circuit 
showings to Philco distributors, dealers and friends. It is one of the 
electronic manufacturer's most flashy current campaigns. 

Teleprompter has been dickering, although latest reports say not 
too successfully, with International Telemeter to show the fight over 
the Telemeter subscription pay tv system operating out of Etobicoke, 
western Toronto suburb, about which I did a piece when the service 
started. It seems that the Teleprompter brass wants to set a higher 
price on the event for home viewing than the Telemeter people wish 
to charge their subscribers. 

Regardless of how the fight deal works out, however, the Etobicoke 
experiment seems to be shaping up quite well. Just last Tuesday, 
Paramount Pictures president Barney Balaban told stockholders at 
the annual meeting that in the first three months of the subscription 
pay tv operations over 5,000 subscribers have been signed up. Goal 
for the first year, set for itself by the International Telemeter plan- 
ners, was about 6,000 subscribers. If it's possible for the Tele- 
prompter and Telemeter people to get together between now and 
fight time, the fight could give the whole home tv effort a big boost. 

Further developments 

And just this past week, too, another major home pay tv experi- 
ment seemed to be taking shape. The Federal Communications 
Commission approved the sale of WHCT-TV, Hartford, Connecticut, 
Channel 18, to RKO General, Inc. RKO General and Zenith will 
jointly serve as the Zenith Phonevision franchise holder for the 
Hartford area. They claim that they plan to spend §10,000,000 in 
the Hartford area in a three-year home pay tv test of Phonevision if 
the FCC will give them the green light. When, as, and if they get it 
you can be sure sports will eventually play a major role in their 
development, just as it has in closed circuit pay tv and as it must in 
other pay tv operations. 

Free tv has proved its appeal beyond a question of doubt. ^ 



SPONSOR 



27 june 1960 



i 




In the world of Arnold Stang spot is a very big deal. His spot TV campaign for Chunky 
Chocolate Corporation is a tremendous success in a powerful and versatile medium. It 
made famous the comedy buy-line —"Chunky ! Whatta chunka chawklit !" The Chunky 
Chocolate people — and Arnold — know the value of spots well placed. Nothing is more 
flexible. You sell your products where they are, with maximum exposure, high return, 
and no waste, and when it comes to smart placement call your H R man. He's an expert. 



** H-: 




Television, Inc. 
Representatives 



YOU'LL NEED 
A BIG 
PUMP IN 




FILLING STATION sales in the 
WPTF market exceed those of the 
nation's 6th Metropolitan Market: 

WPTF Market $233,368,000 
6th Met. Market $1 96,008,000 

AUTOMOTIVE sales in the WPTF 
market are greater than the nation's 
8th Metropolitan Market: 

WPTF Market $516,471,000 
8th Met. Market $506,382,000 

AD COVERAGE WPTF is the only 
single medium that reaches all of 
this "on the go" market where 50% 
of the homes listen regularly to 
WPTF. 




50,000 WATTS 680 KC 

NBC A/fi'li'ole for Ro/eigh Durham 
and Eosiern North Carolina 
R. H. Mason, General Manager 
Gus Yaungsteadt, Sales Manager 

PETERS, GRIFFIN, WOODWARD, INC. 

Nahonoi Pepresenfofives 




18 



Timebuyers 
at work 




Jerry Rettig, Grey Advertising, New York, submits his personal 
evaluation of what's "in" and what's "out." A rep with the lowest 
rated station in the market who questions your buying by the numbers 
and suggests in vague terms that you make a 'creative' buy is 'out.' 
However, if he can provide specific and pertinent information such 
as type of audience delivered, suc- 
cessful promotions and sales re- 
sults, he still might not make the 
sale, but he is definitely 'in.' The 
salesman you rarely hear from 
until one of his stations jumps a 
few rating points is out. So is the 
fellow that takes an order and is 
never heard from again unless 
there is an error or until it's re- 
newal time." On the other hand, 
Rettig considers the salesman that 
works closely with him on im- 
provements and keeps him posted on up-to-date station news to be in. 
But "the salesman that calls and says station man X is in town and 
wants to know why your client isn't on his station is out. If he were 
to provide valid reasons why the client should be on the station in- 
stead of placing one on the defensive, however, he would be in." 

Frank Vernon, Cunningham & Walsh, New York, feels that a media 
buyer must always be ready to relate media knowledge to the essen- 
tial details of marketing and sales objectives. "Certain basic factors 
have always exerted influence in the recommendation of media and 
over-all media planning. Consideration and evaluation of such 

factors as media costs, media com- 
petition, and quantity and quality 
of audience, is a constant pro- 
cedure in media analysis. The 
extent of the influence of each fac- 
tor, however, is anything but con- 
stant. Media costs are rising. Com- 
petition between media and within 
media is being waged with un- 
precedented fury. Advertising ob- 
jectives demand more media effec- 
tiveness. Competing products and 
brand names are multiplying to 
confusion. These factors have made the job of executing media 
programs infinitely more complex than ever." Further, Vernon 
thinks that effective execution of a media plan requires early buyer 
participation. "Since we have responsibility of assembling the 
most productive audience, we must know objectives first hand." 

SPONSOR • 27 JUNE 1960 




Invited to participate in the real excitement that springs from the interplay of vibrant 
people . . . people who spark to the vivid presence of a "Metropolitan" personality— a 
personality like each of our widely recognized Television, Radio and Outdoor properties. 

METROPOLITAN BROADCASTING CORPORATION 

205 East 67th Street, Sew York 21, New York 

^ f S*3 

TV STATION'S: WN'KW-TV. New York; WTTU-TV, Washington, D.C.; WTVH. Peoria/111.; KOVR-TV, Stockton-Sacramento/Calif. 
RADIO STATIONS: WNEW, Xew York; W W. Philadelphia: WHK. Cleveland 



THIS IS 



DOM NANCE 
WIL ST. LOUIS 

mm! 




1 V/IL has the highest share of the big 

• St. Louis audience. More than the next 
two independents combined. 

1 WIL has nearly twice as much audience as both 

• network stations combined. (83%). 

1 WIL has 32% more audience than the number 

• two station in St. Louis (network), 
y WiL has 64% more audience than the number 

T 

C. E. Hooper— May, June, 1960 

• WIL RADIO . . . 

outstanding in St. Louis 

THE BALABAN STATIONS 
WIL. WRIT KBOX 

ST. LOUIS MILWAUKEE DALLAS 

Sold Nationally fay Sold Nationally by 

Robert E. Eastman & Co, Inc. The Katz Agency 

The Nation's most experienced Flagship Stations. 

JOHN F. BOX, JR., 

MANAGING DIRECTOR 



three station in St. Louis (independent). 
WIL is DOMINANT in ST. LOUIS. 



23 



spoxsor • 27 june 1960 



Most significant tv and radio 

news of the week with interpretation 

in depth for busy readers 



SPONSOR - SCOPE 



27 JUNE I960 
Cwyrliht Ilea 
SPONSOR 
PUBLICATIONS INO. 



General Motors is obviously bent on overwhelming the automotive field as far 
as tv is concerned in the coming season. With about $49 million already committed it's 
mulling an NBC TV pitch to alternate with Bell Telephone in the Friday 9-10 p.m. period. 

If GM agrees, it means another $5-6 million added to its 1960-61 tv load. 

(See page 23 SPONSOR-SCOPE and article, page 33, for more on Detroit's tv status.) 



Sellers of spot radio might do well to find themselves a few champions of the 
medium among the younger generation of media specialists in the bigger agencies. 

SPONSOR-SCOPE's questioning of several of these more articulate gentry this week 
evolved such suggestions as: 

• Stop drenching accountmen with scorn for their indifference toward radio be- 
cause they look to the specialist in their agency to inform and pep 'em up about a medium. 

• The older buyers are living in the past as regards radio; hence, the sellers must 
look to the younger people to take up the torch for them. 

• That can be most effectively done by feeding them with ammunition showing 

(1) how radio has a unique marketing dimension of its own today, (2) it has the ability to 
reach the prospect at the time the advertiser wants to reach him and (3) that whatever back- 
door dealing there is should not be considered a way of life but an isolated and tem- 
porary aberration. 

P&G researchers have turned their attention to the Negro tv market. 

The information they seek includes (1) viewing habits with the accent on station loyalty, 

(2) the number of viewers on the average per set and (3) whether this group has par- 
ticular programing preferences. 

Mennen (W&L), in expanding substantially its spot radio commitments for 
the summer in 75 markets, says it's got a walloping success story for the medium. 

The plan is to keep these schedules rolling right through the fall and possibly at the same 
rate of 40-50 spots a week. 

Golden Press (Wexton), which sells encyclopedias through supermarkets, this week 
put out a wholesale query for radio and tv ratecards and coverage maps in 200 
markets. 

Plan as told to reps: two flights, starting September, three and two weeks each. 

Even though it lined up thousands of spots on three radio networks for a pre- 
Fourth blitz in behalf of Cut-Rite waxpaper, Scott Paper (JWT) still had to resort to 
spot in 35 markets to get the right listener weight. 

The spot radio schedules will run between 27 June-2 July, whereas the network push, in- 
volving CBS, NBC and Mutual, took off 22 June and will run through 2 July. 

The RAB is working on a presentation to dissuade NBC from taking its six 
o&o radio stations out of the bureau's fold as of 31 January 19G1, the notice date. 

Meantime the CBS o&o's, which had contemplated leaving, have agreed to stay with the 
RAB. The ABC o&o's are also staying put. 



| SPONSOR • 27 JUNE 1960 



21 



SPONSOR-SCOPE continued 



Judging from reports out of the midwest, there's a good possibility of drastic 
action in these two tv advertiser areas in the near future: 

General Mills: seeking to overcome its vulnerability on the cake-mix front in relation to 
the spectacular gains made by P&G's Duncan Hines. 

Kellogg: splitting up its brands and thereby putting itself in a position of playing one 
agency against another a la its competitors. 

Don't think that just because their function in network tv is now mostly of 
a negotiating nature the agencies have come out any better with the cost of oper- 
ating their tv departments. 

If anything, the ratio of the cost of tv department servicing as compared to other depart- 
ments is higher than when the major agencies had program production staffs. 

Basically the reasons are these: 

1) The working out of networks buys is becoming more complex. A sophisti- 
cated agency usually goes to the client not with a single deal with a couple of alternates. 

2) Because of the big sums involved the proposition has to be taken to at least three 
levels of client decision-makers — the ad department, the marketing director and the top 
executive echelon (often even to the board of directors). 

3) Highly paid executive talent is necessary not only to properly "engineer" the 
deals but to speak with authority and acceptance in contacts with the three planes. 

It all has to be done in a special language, like spreading the risk, amortization and how 
to calculate probable cutbacks. In other words, it's like dealing with the top level in the 
client's purchasing department. 

The beauty preparation manufacturers have finally got around to recognizing 
that daytime tv offers them a potent sales tool. 

A good reason : the housewife's buying more and more of her beauty aids at the same 
place she gets her groceries — the supermarket. 

Among the cosmetic users of daytime: Pond's, Lady Esther, Warner-Lambert, 
Toni, Alberto-Culver, Coty, Helene Curtis, Avon. Conspicuous among the missing: 
Revlon. 

It may be wishful thinking on their part but several key reps in tv this week said 
they expected the rush to buy for the fall to break much earlier than customary. 

The pattern of their anticipation : because of the tendency among political campaign com- 
mittees to be in there as early as possible and garner choice spots, agencies will be dis- 
posed to advise their clients to advance their schedules a few weeks. 

The net effect: a campaign originally planned for 8-10 weeks would, by virtue of an 
earlier starting out, be placed for 13 weeks. 

The economically-minded among tv users may find this a tasty morsel: National Bis- 
cuit Co. this season has spent 10% less than last season but came out with 40% 
more home impressions. 

Credit is largely due to the way the buys were spread and the timely juggling of the 
commitments. The company's agency of record: McCann-Erickson. 

The competitors take it all with a grain of salt but ABC TV has been insinuating 
that it's found a way — outside the checkbook — for inducing iSBC TV's affiliates in two- 
channel markets to give it a better break on nighttime clearances. 

ABC TV is citing these inroads to agencies: (1) WTGA-TV, Jacksonville, is giving live 
preference to over 50% of ABC programs and (2) WLWD, Dayton, is making it almost two- 
thirds ABC live. 



SPONSOR • 27 JUNE 1960 




SPONSOR-SCOPE continued 



The juggling of daytime prices, programs and bonuses among the tv net- 
works shows no signs of abatement. 
Among the latest moves in the making: 

1) NBC next week will unveil a new daytime pricing and afternoon program structure 
for the fall. 

2) ABC TV will offer a gratis quarter-hour in the new programing (starting 2 Oc- 
tober) to advertisers who buy four quarter-hours. 

(See 4 July SPONSOR for comprehensive study of the daytime network tv picture.) 

Lever and its agency of record, JWT, are playing it very coy with the three tv 
networks (they've all been pitching hard) about any more commitments for the fall. 

The fact is this: Lever's holding back part of the budget. It's the only big tv cus- 
tomer with a big enough reserve to keep the networks' sales people panting. 

Looks like Quaker Oats will dominate its competitors daytime-wise in network 
tv this fall: it'll have six quarter hours a week on CBS TV (about $2.3 million). 
There'll also be spot tv plus half of the Tom Ewell show (CBS). 

If spot tv expects to make any hay in Detroit for the 1960-61 season, it had better 
get in there pitching hard right away: a SPONSOR check the past week disclosed that only 
one brand among the Big 3 — Pontiac — has made plans to use spot tv. 

The trio collectively will be spending a lot more than the previous season in net- 
work tv, but what apparently hasn't begun to take deep root among them is a basic dictum 
of the successful package goods operators: you also need added weight in the markets 
where your potential of dollars are considerably above the norm. 

Following is an updated estimate by SPONSOR-SCOPE of what the Big 3 brands will be 
spending in time and talent for the 1960-61 season on network tv: 

ADVERTISER ABC TV CBS TV 

Buick $1,500,000 

Chevrolet $5,700,000 6,200,000 

Chrysler Inst. 

Dodge 3,700,000 

Ford 

General Motors Inst. 500,000 

Lincoln-Mercury 1,500,000 

Oldsmobile 3,000,000 

Plymouth 11,500,000 

Pontiac 5,500,000 

UMC-A/C Spark Plug 4,600,000 



NBC TV 


TOTAL 


3,800,000 


$ 5,300,000 


13,900,000 


25,800,000 


800,000 


800,000 




3,700,000 


15,600,000 


15,600,000 


3,500,000 


4,000,000 


6,900,000 


8,400,000 


1,700,000 


4,700,000 




11,500,000 




5,500,000 




4,600,000 



Total $22,500,000 §21,200,000 §46,200,000 889,900,000 

(See article on tv revolution in Detroit, page 33.) 

Another spot tv cohort has moved into the network camp: Goldseal Glass Wax 
(Campbell-Mithun) is going NBC TV this September with an expenditure of around $600,000. 

During the fourth quarter it will have four daytime quarter-hours on alternate 
weeks and a minute a week on Riverboat. 

ABC TV has found another beer— Pabst (K&E) — to pick up a quarter sponsorship 
of the American Football League games this fall 

Schlitz had backed out of the series when JWT found out that, contrary to what it had 
first been told, the sponsors' commercials would have to be in a fixed position. 



SPONSOR • 27 JUNE 1960 



23 



SPONSOR-SCOPE continued 



Regardless how over-all national billings may turn out for spot tv this summer, 
the medium can't help but wince at some of the cutbacks it's been getting. 

Examples: Continental Baking, Wheaties, Alka-Seltzer, Mr. Clean, Alberto-Culver. 
Chicago reps take a dim view of Alberto coming back in the fall what with its skyrocket- 
ing commitments on NBC TV. The tab could run over §12 million. 

Tv network station relations: your advisory committee may not know it but there's a 
movement on foot among affiliates to ask you to let them sell minutes in those un- 
sold alternate nighttime half-hours. 

The point they're going to mak«: you're not doing the right thing by your stations 
when you turn the open half-hour over to the other sponsor at no program cost and only sta- 
tion compensation for time. 

Also, there's a big demand for minutes and this arrangement would help them bal- 
ance off in some way the advantage the networks, have in being able to sell minutes on 
spot carriers to advertisers who formerly spent that money for spot. 

KOB-TV-AM, Albuquerque, this week took a sharp whack at a practice which 
has been quite common among national grocery manufacturers and given many a 
station a deep sense of frustration. 

The gripe: alloting the major portion of the media budget to the point from which a 
supermarket distributes its goods instead of proportionately taking care of the markets 
where the products are actually retailed and consumed. 

(For details of this blast see NEWS WRAP-UP, TV STATIONS, page 74.) 

ABC TV was telling agencies this week that three commercial minutes in spot car- 
riers on that network delivered in a four-week period a greater reach than the highest 
rated programs on CBS TV and NBC TV. 

It cited a study Nielsen had done for it based on the four-week period ending 3 April 
and involving minutes on Cheyenne, Hawaiian Eye, Untouchables and 77 Sunset Strip (all 
naturally high raters on ABC). 

Factors for the spread mentioned in the claim: total number U.S. homes reached, 
69.8%; age of household head reached, under 40, 78.6%; 40-54, 75.8%; 54 & over, 57.2%. 

If what the agencies are hearing via salesmen is true, the biggest dilemma facing 
NBC TVs management these days is whether to divert its main competitive direc- 
tion toward ABC TV. 

The story being brought back to their office by NBC salesmen is that they're finding it 
increasingly harder to compete with ABC TV selling policies and prices and that 
something drastic has to be done to overcome ABC's advantages. 

The implication here is this: let CBS TV, which is designed for the corporate buy, keep 
that image for itself and revamp the NBC selling framework so that it is flexible 
enough to retain the corporate target and at the same time vie with ABC for the 
small brand whose average budget is around $500,000. 

For tv stations that have got into the habit of asking their reps why they're not get- 
ting the same amount of money as another similar-sized market for a going prod- 
uct test: 

The progenitors of the test are not influenced by the number of sets. They harness 
their test to a mass of other factors, from the socio-economic composition of the market 
down to the habits of people in that community for cottoning to innovations. 

For other new* coverage in this issue, see Newsmaker of the Week, page 8; 
Spot Buys, page 50; News and Idea Wrap-Up, page 66; Washington Week, page 57; sponsor 
Hears, page 60; Tv and Radio Newsmakers, page 76; and Film-Scope, page 58. 

sponsor • 27 JUNE 1960 




The constantly accelerating move of industry to Florida has kicked 
the old "seasonal market" theory into the wastebasket. 

In 1959 alone, 241 new industrial plants providing year 'round employ- 
ment for an estimated 11,000 people began operations in the 26-county area 
dominated by WFLA-TV in rich agricultural-industrial West Coast and Central 
Florida. 

Added to this are the already established payrolls in Tampa, long-time 
industrial hub of Florida and in industrial Pinellas and Orange Counties. 

Cash in on this profit opportunity. Spot your product year 'round on 
WFLA-TV — your best buy in the Land of Profitunity! 

Write, or see your BLAIR-TV man for all the facts! 



NATIONAL REPRESENTATIVES, BIAIR-TV 




SPONSOR • 27 JUNE 1960 



25 



1960 SUMMER OLYMPICS IN 
ROME-EXCLUSIVE ON THE 
CBS TELEVISION NETWORK 

You will be more than a good sport if you take 
your customers to the Summer Olympic Games 
in Rome, via the exclusive broadcasts of the 
CBS Television Network. You will be the far- 
sighted sponsor of an exceptional advertising 
vehicle. All signs point to the gathering of an 
unprecedented television audience- vast, ex- 
cited, and attentive, coming back day after day. 

People are still talking about this network's 
coverage of the Winter Olympics at Squaw 
Valley: viewers still marveling at the thrills of 
Olympic competition; advertisers still marveling 
at the size and quality of the television audience. 
Five out of every six upper and middle income 
families, and three out of every four lower in- 
come families, watched the Winter Games. If 
you make cars or stoves or other "high-ticket" 
items you will be interested to note that upper 
income families watched most, as Nielsen 
average-minute ratings show: 

UPPER INCOME aMMHaMBBBII 25.5 
MIDDLE INCOME HHHHHHHI^H 22.0 
LOWER INCOME MMMBMHM^H 16.7 

The broadcasts from Squaw Valley also attracted 
more adult viewers per family than any other 
Winter program-with the result that a leading 
cigarette maker was the first advertiser to spon- 
sor a part of the Summer series. (Because of 
the number of viewers of all ages, a famous 
cereal maker soon followed.) Altogether, more 
than 100 million Americans tuned in. 

Yet the Wi nter Games were scarcely more than 
a warm-up exercise for the Summer Olympics 
-the world's greatest sports spectacle-to be 
held this year in the ancient thoroughfares and 
modern arenas of the Eternal City. Television 
tourists will follow the Marathon from the 
Capitoline Hill along the Appian Way, past the 
Coliseum to the Arch of Constantine. Sports 
enthusiasts will see Herb Elliott of the 3:54 mile, 
the seven-foot high-jumping John Thomas, the 
fabulous Konrads swimmers-the foremost men 
and women athletes of our time drawn from^/V^t; 
every quarter of the globe. 

To bring the Summer Olympics to the Ameri- > 
can people within a few hours of each event. ;■<<'■ 



jet planes will shuttle tapes daily from Rome 
and Paris to New York. From August 26 to 
September 12, the CBS Television Network will 
present a total of 32 broadcasts, averaging more 
than one hour of coverage a day. Advertisers 
who want to get a running start on the new Fall 
selling season will be interested to know that 
two-thirds of these broadcasts will occur on or 
after Labor Day Weekend. Thus far P. Lorillard 
Co. has purchased one-quarter of the series and 
General Mills, Inc., one-eighth. 

In a truly unique combination of advertising 
values, sponsors of the Summer Olympics will 
gainthecontinuityandfrequencyofimpactfound 
in a regular series, together with all the excite- 
ment and prestige generated by a newsworthy 
"special" of major dimensions. Not to mention 
a huge circle of new friends brought to you ex- 
clusively on the CBS TELEVISION NETWORK. 



r 

"4 





IN PHOENIX 




KBUZ 



Buy results with proven Fine 
Music programming. From Lime- 
light to Gaslight the discrimi- 
nating Phoenix audience stays 
tuned to KBUZ Radio and FM. 
For the BIG KBUZ story and the 
new Phoenix Market Report, 
see the man from Broadcast 
Time Sales. 



KBUZ Phoenix AM and FM 
KSOO San Diego AM 

THE GORDON BROADCASTING CO. 

Sold notlonally by Broadcast Time Sales 



1 49th and 
Madison 



Clarification 

To clarify any possible misunder- 
standing which might arise from the 
article: "Air Force Tests 'Instant Air- 
time,' " in the 13 June 1960 issue of 
SPONSOR, neither the U. S. Air Force 
nor MacManus, John & Adams actu- 
ally purchased any time from Broad- 
cast Time Sales, or from any of their 
stations. All announcements aired as 
a result of this test were donated as 
a public service by the stations in- 
volved. The participation of the 
U.S.A.F. and its agency, MacManus, 
John & Adams, represented a "dry 
run" in order to illustrate the advan- 
tages inherent in the new "instant 
airtime" and "instant avails" system 
now offered by Broadcast Time Sales. 

Roger C. Bumstead 

media director, eastern div. 

MacManus, John & Adams 

A'. 1". C. 



Higher than Quoted 

I read with interest "Why FM is 
Picking Up Speed" in your 30 April 
issue. We have a simular situation in 
Warren. WRRX-FM has been large- 
ly duplicating WNAE programs since 
March 1948. WNAE is a daytime 
station and WRRN is on from 5:45 
a.m. to 11:00 p.m. Programs are 
broadcast the year round at the same 
time on WRRN but early winter sign- 
off changes all WNAE times as early 
as 3:45 p.m. Because WRRN is the 
only full-time station in Warren, be- 
cause of constant program time, and 
because of local and professional 
sports, fm set ownership in Warren 
is higher than indicated in your 
article. In 1955 we found penetration 
to be 52.5^?-. In the last two months 
we have sold 400 Sarkes Tarzian fm 
sets through local dealers and they 
have sold at least 200 other makes as 
part of our fm promotion. 

WRRNFM is second only to 
WNAE for share of the audience 



more often than not during the day: 
after 6:00 p.m., when WNAE is off 
the air, WRRN averages 45.1% share 
of audience. 

David Potter 
general manager 
WNAE-WRRN 
Warren, Pa. 



Needed: more common sense 

Your article on Summer radio in the 
20 June issue is an excellent reminder 
that the hot weather is made to order 
for the am medium. 

It is true that much of summer 
listening is hard to measure because 
of its mobility. But it is also unfor- 
tunate that the lack of figures is some- 
times an excuse for agencies to ignore 
an audience that can only be reached 
by radio. 

It seems to me that the advertising 
business, which depends so much on 
educated intuition in copy, could use 
more of this intuition in buying med- 
ia, and not depend so much on lists 
of data. 

Isn't it obvious that portable radios 
are all over the place? Isn't it ob- 
vious that the millions of portables 
bought aren't just left in the closet? 
Isn't it obvious that when people go 
on vacations, the radio is a constant 
companion? 

There are times when research can- 
not get the answers, when advertising 
men must fall back on their own com- 
mon sense. The importance of the 
mobile summer radio audience ap- 
plies not only to products which have 
peak sales in the summer but the 
day-in, day-out type of product which 
people never stop buying. 

And, as has been pointed out by 
others, summer is the kind of season 
that makes people want to buy. 

Charles E. Hedstrom 

account executive, radio sales 

Daren F. McGavren 

N. Y. C. 



23 



SPONSOR 



27 june 1960 



f'itt 11 success! I just placed u schedule ou 



WING ;„ DAYTON 



WING carries more national and local adver- 
tising than any other Dayton station. There 
must be a reason! Get the FACTS from your 
East/Man or General Manager Dale Moudy. 
Find out why WING has become the pivot 
point for all national and local buys in Dayton. 



TIMEBUYERS... 

write a caption for this picture and WIN S25 
CASH! Deadline July 10. Winning caption 
will appear in July 25 issue. Give your entry 
to your East/Man, or mail to WIXG, Talbott 
Bldg., Dayton 2, Ohio. 



robert e. eastman & co., 




national representative 



AIR TRAILS stations are WEZE, Boston; WKLO, Louisville; WING, Daytan; WCOL, Columbus; and WIZE, Springfield, Oh - 



SPONSOR • 27 JUNE 1960 



"Expect to use it as a 
'basic' reference book." 



—WARREN C. FITZSIMMONS 
Media Research 
McCann-Erickson, New York 



". . . packed with a 
remarkable supply of 
vital information." 



—RICHARD C. PROCTOR 
Richard Proctor Advertising 
Montgomery. Alabama 



". . . invaluable as an 
up-to-the-minute 
analysis of the 
broadcasting field." 

—CARL R. JOHNSON 

Music Studios, Los Angeles 



' you'll Reach The* Important Advertiser 
And A^ncyExea 1 «»es i ..andTno U sands 

More with Your Ad in 

SPONSOR'S 

AIR MEDIA 
BASICS! 



a a 
en 
new 
on- 



\at is 

own 
,sic!" 



fGERALD 



tst 
nd 
all 



1NAL DEADLIM 



E 11 J ULY 



"We find your publica- 
tion invaluable . . . most 
useful to the entire staff 

. . . informative . . . 

most practical ..." 

—ROY G. DUNLOP 

Controller of Programs 
Red (fusion Limited 
Hong Kong 



by far the best 
working handbook that 
has been published to 
date. You are to be 
commended for putting 

so much valuable 
information in the hands 
of your subscribers." 

— LAWRENCE WEBB 
Managing Director 
SKA. New Y.rk 



"tremendous . . . b\ far 
the best to date. It's 
loaded with valuable 
day-to-day information 
and will be a reference 
'must' in our shop 
during the coining year." 

—FRED L. BERNSTEIN 
Vice President 
FORJOE. New York 



"/ wonder if it would 
be possible for us to 
obtain two additional 
copies of AIR MEDIA 
BASICS? Everybody in 
this office keeps borrow- 
ing mine and I hate to 
let it out of my office 
for fear of not 
getting it back." 

—KAY SHELTON 

Time Buyer 

Ctmpttn, San Francisco 



"As you predicted, it 
now occupies the center 
spot on my desk. It is a 
SRDS, McKit trick, and 
Broadcasting yearbook 

all rolled into one." 

—JAY MULLEN 

Station Manager 

WLSV, Welsville, New Ytrt. N Y. 



"Enjoyed your 13th 
annual AIR MEDIA 

BASICS. Expect to 
use it as a 'basic' 
reference book." 

—WARREN C. FITZSIMMONS 
Media Research 
McCann-Erickstn, New Y»rk 



■ When these busy executives need informs 
Ifcnfc? ineke spot buying decisions, they turn 
first to SPONSOR'sAIR MEDIA BASICS 
When it come$ to providing the charts and 
tables, fee statistics and reference dab 
about art phases of the broadcast industry 
they know that AIR MEDIA BASICS is in a 
class by ttsefft 

■ They know that AIR MEDIA BASICS* key 
section* supply the todla timebuyers need to 
make decisions with a minimum of time 
and erfctt These key sections ar& 
TIMEBUYING BASICS 

RADIO BASICS 

TV BASICS 

FILM & TAPE BASICS 

■ iroportant features Include a complete 
cdtifi^byrcounfy TV set count & diredpry 
of AM, FM and TV stations and their > 
repre^ntatjves-Hby market, and a new 
directory of timebuyers of the U.S. 

■ it's ho wonder AIR MEDIA BASICS wins 
f$$m- from The INRI& NTJAt 2,tX>tWtrie 

; timebuyers and others, who do the big 
*pot buying. 

■ That's why youi* 0 belongs fa SPONSOR'S 
14th AIR MEDIA BASrCS ft assures calt 
letter recognition for your station — recog 
nition at that important moment of decision? 



THE BROADCAST INDUSTRY'S MOST 
COMPREHENSIVE AND PRACTICAL WORKING 
TOOL FOR AGENCIES AND ADVERTISERS! 



"Our . . . reaction has 
been 'How did we get 
along without it 
up to now!' " 

— BARBARA FREEMAN 

Timebuyer 

Carson/Roberts, Los Angeles 



". . .my day-to-day right 
hand guide. I keep it 

handy for use in 
presentations . . .as a 
general guide and media 
encyclopedia deluxe." 

—ESTHER N. ANDERSON 
Timebuyer 

MacFarland, Aveyard & Co. 
Chicago 



"SPONSOR has done 
itself proud. This is the 
most complete com- 
pendium of Radio-Tu 
marketing information 
I have ever seen." 

—ROBERT H. TETER 

Vice President — Radio 
PGW, New York 



"I would most definitely 

recommend AIR 
MEDIA BASICS to all 

media buyers and 
account people who are 
directly or indirectly 
connected with 
broadcast media." 

—ROBERT F. BRUNO 
Media Department 
Reach, McClinton, New York 



. . a veritable store- 
house of useful 
information." 

— RAOUL KENT 

MCATV, Film Syndicate Din. 
Chicago 



"A needed tool with all 
the broadcast inform- 
ation compactly compiled 
in one publication." 

—JAMES F. KELLY 
Timebuyer 

Fletcher, Richards, Calkins £ 
Holden, New York 



". . . very useful and 
easy to use and I assure 
you I shall make 
frequent use of it 
in my daily work." 

—BETTY MORGART 

Sec'y to Advertising Director 
Goodyear Tire & Rubber Co. 
Akron 



"Your 13th annual Air 

Media Basics has 
arrived and is being put 
to good use immediately. 
The up-to-date informa- 
tion on listening and 
viewing habits is most 
helpful in planning 
our 1960 campaign." 

—LESTER E. JOHNSON 

Applegate Advertising 
Muncie, Ind. 



"I like AIR MEDIA 
BASIC'S time-buying 
information, especially 
the up-to-the-minute 
statistical data on 
tv and radio trends. 
An excellent publication 
for anyone who buys 
AIR MEDIA." 

—ANITA WASSERMAN 
Lawrence C. Gumhinner 
New York 



'Me got reser 
vation. You 
got yours? 




WE WEEKLY MAGAZINE 
RADIO /TV ADVERTISERS USE 
40 E. 49th St MU 84392 Now York IY 



Sponsor, 40 E. 49th Street, New York 17, N.Y. 



Reserve- 



-page(s) in SPONSOR'S 1 4th Annual 



AIR MEDIA BASICS. My position preference is: 

□ TIMEBUYING BASICS □ RADIO BASICS 

□ TV BASICS □ FILM AND TAPE BASICS 



SIGNED, 



REGULAR RATES APPLY 



FIRM. 



Contract Advertisers pay their 
regular earned discount rales. 



I IE AT C 




WEST HIGHEST HIGHEST HIGHEST HI 

>/•* fOpS lOIPH tap* t 





[TIC 

leader lead 




■ 

i 



( Just a matter of Relativity) 



WBTV-CHARLOTTE IS FIRST TV MARKET IN ENTIRE SOUTHEAST WITH 596,600 TV HOME 
WBTY DELIVERS 43% MORE TELEVISION HOMES THAN CHARLOTTE STATION "B"** 

television Magazine - May 1960 
**N€S #3 




LET'S COMPARE MARKETS! 



.:■ R" N STANDARD BROADCASTING COMPANY 

UIBTV 

HANNEL 3 © CHARLOTTE 



WBTV — CHARLOTTE 

ATLANTA 

MIAMI • 

MEMPHIS 

LOUISVILLE 

BIRMINGHAM 

NEW ORLEANS 

NASHVILLE 

NORFOLK-PORTSMOUTH 
RICHMOND 



596.600 
576,300 
510,800 
486,800 
459,400 
429,400 
384,800 
346,000 
341,500 
273,900 



) 

L 



SPONSOR 



2 7 JUNE I960 




DETROIT'S TV REVOLUTION - THEY'RE 
SELLING CARS LIKE PACKAGED GOODS 



Next fall's net tv schedule finds 
costly cars sharing shows with 
such inexpensive impulse items 
as soap and pills. Have autos 



given up the quest for identity? 
Or has net tv show control given 
them no choice? In any event, 
ABC has fared well. 



In the past two years, Detroit — the 
Motor City — has managed to pile up 
two revolutions. Last year it was 
the Big Three's entry into the com- 
pact car field. This year it's an ap- 
parent reversal of its television adver- 
tising concept. The traditional search 
for identification of the car with the 
prestige of the tv show has all but 
gone into the discard. 



Except for a few wholly-sponsored 
weekly shows and a handful of spe- 
cials, the automotives are investing 
a whopping net tv budget, of about 
S90 million, in a lot of programing 
which they share with advertisers 
of such non-luxury items as soap 
flakes, chewing gum, cigarettes, head- 
ache cures, and hair tonics. A lot of 
admen are asking why; a lot of others 



feel the) know the answer — or part 
of the answer. 

Perhaps the answer that comes clos- 
est to the truth is this: tv has become 
too expensive a medium in which to 
play the role of patron of the arts. 
So the automotives have decided to 
become sponsors instead of patrons. 

Other answers — speculative, but 
still within the bounds of logic: 



sponsor • 27 JUNE 1960 



33 



• '1 lie automobile has become such 
a staple in the American family that 
it can now afford to use the same ad- 
vertising and marketing strategy of 
the soaps, foods, cleansers and other 
package good household items. 

• The appointment of Gail Smith, 
a former P&G advertising executive, 
to the post of tv advertising director 
at General .Motors, may have inspired 
some new thinking in Detroit along 
the lines of adopting packaging goods 
ad techniques to automotives. 

• The spot television missionaries 
in Detroit have done such a good job 
of selling the spot tv concept to the 
automotives that the concept has been 
adopted — but spot hasn't been bought. 
Instead, the auto companies are buy- 
ing a la spot on the networks. 

• Success of Ford with participa- 
tions on W agon Train showed that 
autos don't need exclusive shows to 
do well in sales. 

• The independents (American 
and Studebaker-Packard) , with rela- 
tively small budgets, have demon- 
strated what can be done with spot- 
type buys. (This year. American's 



Rambler moved from sixth to fourth 
best-seller; S-P's Lark pulled into 
11th position in sales has been using 
"commercial minutes" on NBC TV's 
Jack Paar Show over a two-year 
period.) 

• Cars have, by now, established 
their identities and images with the 
U.S. public. They no longer feel they 
need to identify with tv stars, but can 
advertise like any other product. 

• Reach and mass circulation has 
become of more importance to auto 
companies than prestige of star associ- 
ation. With commercial minutes 
spread through the week on a variety 
of shows, they reach more different 
homes. It all comes back to the soap 
and cereal technique of tv buys. 

Any of these may be one part of 
an answer; all of them together may 
constitute the answer. But each bears 
some examination — if for no other 
reason than that what has happened 
is such a radical departure from what 
has become an accepted bit of Ameri- 
cana within a key industry. 

Last fall's Detroit revolution — the 
introduction of three compacts by the 



Big Three — helped confuse an already 
complex picture. Chevrolet's Corvair, 
Ford's Falcon and Chrysler's Valiant 
rode out to tilt against American's 
Rambler and Studebaker's Lark and 
the invasion of foreign economy cars 
that pretty much started it all. 

"I don't see how they can shrug off 
identity," a Detroit industry observer 
told SPONSOR. "I bought a second car 
two weeks ago — a compact — after 
several weeks of shopping around. By 
the time I made the buy, I was ready 
to flip a coin." 

This coming new model (and new 
tv) season will see a raft of new com- 
pacts further compounding the auto- 
motive picture. In addition to Corvair, 
Valiant, Falcon, Rambler. Lark, and 
Comet (not to mention the Dodge 
Dart which is not a compact I are 
four more small cars: The Buick 
Special (a tentative name to replace 
the original tentative name of Invad- 
er), Pontiac's European-styled Temp- 
est, Oldsmobile's F-85 Rocket, 
Dodge's Lancer. How these divisions 
are going to show the U.S. public the 
individual characteristics of their new 



I i 



mm iHiiiiiiniiiii] \ m 



■* I «ll! M'll Ulllll !| lllllllllllllllllllll! m: I 'HI 



WHAT CARS ARE BUYING IN NET PARTICIPATIONS 



CAR 


SHOW 


NET 


BUY 


Pontiac 


Surf side 6 


ABC 


TV 


minutes 


Oldsmobile 


Hawaiian Eye 


ABC 


TV 


minutes 


Dodge 


Lawrence Welk 


ABC 


TV 


alternate 


Plymouth 


Garry Moore 


CBS 


TV 


1/3 hour 


Chevrolet 


Route 66 


CBS 


TV 


1/3 hour 


Plymouth 


Mr. Garlund 


CBS 


TV 


alternate 


Ford 


W agon Train 


NBC 


TV 


alternate 


Oldsmobile 


Michael Shayne 


NBC 


TV 


minutes 


GM (Inst.) 


World Series & Bowl Games 


NBC 


TV 


co-sponsor 



SPONSOR • 27 JUNE 1960 



THE INSTIGATOR? 




GAIL SMITH, new director of tv advertising 
for General Motors, comes from the world's 
most successfull packaged goods house, P&G, 
where he was associate manager of advertis- 
ing production. Is he behind new tv concept? 



entries along with their lines of stand- 
ard models without supplementing tv 
network buys with heavy spot tv 
coverage is hard for many admen to 
envision. 

Just how much exposure all of the 
new entries and their stablemates in 
the standard lines will get under the 
new pattern of buying tv commercial 
minutes is questionable. Except on 
the specials, and on the few wholly- 
sponsored weekly tv shows will there 
be the long, all-inclusive three- and 
four-minute commercials that were in 
vogue since the peak auto selling year 
of 1955. A commercial minute on a 
net-controlled show — sandwiched be- 
tween a stomach alkalizer and a spa- 
ghetti sauce — is not likely to stress 
more than one make and model of 
motor car. 

Spot tv, according to Detroit reps, 
is feeling the pinch of the auto indus- 
try's love affair with net tv. At the 
moment, about the only car division 
that looms as a substantial spot tv in- 
vestor this fall is Pontiac. Most of 
the reps feel that the auto companies' 
network participation buys are in the 
spot concept but without spot's bene- 
fit of market and station selectivity, 
or its flexibility. "If the autos don't 
bolster their network tv buys with 
more spot," Bruce Mayer, tv sales 



manager for Edward Petry & Co. of 
Detroit, told sponsor, "they'll be 
missing big opportunities this fall." 
Whether they will remains to be seen, 
but the fact is that spot tv business 
from autos right now is practically 
nonexistent. 

Meanwhile, network tv investments 
for the fall have been piling in from 
Detroit. A SPONSOR-estimated total of 
$89.4 million for time and talent will 
come from the Big Three (for full de- 
tails, see SPONSOR-SCOPE, this is- 
sue) . 

Biggest share will go to NBC TV— 
about $46.2 million. CBS TV has 
lined up an estimated $20.7 million, 
while ABC TV's auto sponsors will 
spend approximately $22.5 million. 
The latter network has been out sell- 
ing — and selling hard to the automo- 
tives with the result that it has bagged 
a whopping chunk of the business. 
Industry people are giving a lot of 
credit for this coup to ABC TV sales- 
man Art Sherin. 

NBC TV has more of the big ex- 
pensive Detroit shows (Dinah Shore, 
Bob Hope specials, etc.). But in the 
new pattern of Detroit buying — that 
is, participations in net-controlled 
shows or regular weekly co-sponsor- 
ships — ABC TV is running almost 
neck and neck with the leader. So 
far, ABC TV has 14 commercial min- 
utes a week scheduled by autotnotives 
against 15 a week at NBC TV. 

Here is a net-by-net preview of this 
fall's auto sponsorship: 
ABC TV: Oldsmobile will have 
three Bing Crosby specials, one of 
them a golf tournament. Another car 
maker may takVtwo specials, but this 
is not yet official. Weekly program- 
ing will find Chevrolet sponsoring 
My Three Sons; Dodge will share 
Lawrence Welk Show with J. C. Wil- 
liams Co. Participations contracted 
for are: Pontiac in Surf side 6; Olds- 
mobile in Hawaiian Eye; General 
Motors (United Motors and AC 
Spark Plug divisions) in The Island- 
ers, Cheyenne, Stagecoach West and 
Naked City. 

CBS TV: Detroit buys on this net 
to date are three — Chevrolet takes 
one-third of Route 66. Plymouth 
bought alternate sponsorship of Mr. 
Garlund (L&M is the partner), and a 
third of Garry Moore Show. Auto 



tires are giving CBS TV a good play; 
Firestone with Eyewitness to History 
and Goodyear on Pete and Gladys, 
but these are not included in auto- 
motive spending estimates in this 
story. General Motors takes three 
specials on this network. 

NBC TV: Bob Hope again will be 
doing his Buick specials, probably 
eight in all. General Motors has just 
signed up for about $3.5 million to 
share, with Gillette, the World Series 
and two bowl games — the Blue-Gray 
and Rose Bowl. Dinah Shore returns 
again for Chevrolet, Ernie Ford for 
Ford. Lincoln-Mercury will sponsor 
Alfred Hitchcock. In the show-shar- 
ing category are Oldsmobile in for a 
slice of Michael Shayne and Ford 
riding Wagon Train again. 

All in all it's a banner year for net 
tv where autotnotives are concerned, 
and observers expect there will be 
still more minute buys when autumn 
comes. But the thing that has ad- 
men speculating is autos' apparent 
desertion of the "program identifica- 
tion" fetish. 

Lawrence Welk, who has become 



THE INVADER 




OLIVER TREYZ, ABC TV president, heads 
up the network that has made substantial in- 
roads into auto advertising business this year. 
The net has sold about $22.5 million to 
Detroit in commercial minutes and specials 



sponsor • 27 june 1960 



35 



almost a part of the Chrysler family, 
will be selling drug* for J. B. Wil- 
liams along with Dodge cars. Save 
for the specials, only Dinah Shore, 
Tennessee Ernie, Alfred Hitchcock 
and .Wy Three Sons will be exclusive 
auto salesmen. 

In the participations and co-spon- 
sorships it is revealing to see with 
what non-luxury neighbors the high- 
priced autos will share. On ABC, 
Pontiac will be selling alongside 
B&W cigarettes, Whitehall drugs 
(probably Anacin), Johnson & John- 
son (Band-Aids), and Cluett-Peabody 
(Arrow Shirts) . The Oldsmobile cars 
will share in the same programing 
with American Chicle chewing gums, 
Ritchie Co. (Brylcreem), Carter's lit- 
tle pills, and Whitehall (Anacin, 
Dristan, et al) . 

Between two CBS stanzas, Ply- 
mouth is lined up in partnership with 
Polaroid cameras, S. C. Johnson's 
line of waxes, and L&M cigarettes. 
Over at NBC, Ford shares "identity" 
with Nabisco and Reynolds Tobacco, 
while Oldsmobile on Michael Shayne 
awaits (with exception of Pittsburgh 
Glass) some as yet unnamed neigh- 
bors. There has been no official 
comment on this new departure from 
the men in Detroit who call the ad- 
vertising shots. In a recent Automo- 



tive .\eivs story, William F. Huf- 
stader who has just retired from his 
12-year post as sales vice president 
of GM, defended the auto franchise 
system by saying that new cars 
should never and will never be sold 
"off the shelf." 

Yet the new turn that tv advertis- 
ing has taken suggests to some ad- 
men that cars may someday become 
a "supermarket item." At least they 
are beginning to advertise in com- 
pany with supermarket package good 
items. 

Word from Detroit is that most 
decisions to share tv shows came 
from the client — not from the ad 
agencies. In fact, many agencymen 
are plainly — if not publicly — skepti- 
cal of any move in tv that will lump 
a costly auto with a cheap impulse 
item in its advertising and melt the 
image created through program or 
star identification. They still remem- 
ber the terrific impact of Ed Sullivan, 
for example, not on only the public — 
but on dealer relations, which are the 
backbone of the auto franchise sell- 
ing system. They've seen it demon- 
strated since with Dinah Shore, Law- 
rence Welk, Bob Hope. They prob- 
ably pray the tv specials will compen- 
sate for any identity losses from the 
new soap-and-cereal techniques. 



In 1957, during some automotive 
research conducted by Schwerin Re- 
search Corp., car commercials were 
tested for benefits of program identi- 
fication. Result: "Automobile adver- 
tising seems to reap particular bene- 
fits from program association . . . 
Commercials for one make had no ef- 
fectiveness gain when tested in a par- 
ticipating show, but got 7^ of the 
audience to switch to the brand when 
tested on a program which the adver- 
tiser has been sponsoring for a long 
time. Along with this, remembrance 
of copy points was more than twice 
"as high on the sponsor's show." 

One word that kept cropping up in 
SPONSOR conversations with Detroit 
was "cost efficiency," and perhaps 
the truth is that tv has become a 
medium for sponsors rather than pa- 
trons (actually — except for U. S. 
Steel, Firestone and a few others — 
the patronage era in tv does seem 
ended). Coupled with the new age 
of network control of shows, the cars 
may be making the right decision — 
or the only one left. 

If cost efficiency is the key to the 
new Detroit tv advertising pattern, it 
can hardly have come about through 
dire necessity. 

Actually, the cars are doing very 
(Please turn to page 51) 



DETROIT'S BIG THREE JOIN PROGRAM SHARING TV PLAN 





I - I * ~ T 



CHEVROLET: Robert Crooler, head timebuyer at Campbell- 
Ewald, males a point on network tv coverage to (I to r): C. O. 
Uren. Chevrolet asst. ad. mgr.; Carl Georgi, v. p. and media 
d'rec or for C-E, and Jack liard, new advertising manager 



FORD AND DODGE: Charles Moore (above left), v.p. of advertising for 
Ford, may have had a hand in starting new tv buying pattern with minutes 
on Wagon Train. Pete Moore (right), Dodge ad head, has given olay 
ne«t season to share the iowrence Welk Show with J. B. Williams 



36 



SPONSOR • 27 JUNE 1960 



1 



Htm rfi™ iiiiiiiiiiiiiiiiiiniirv uiiiiiiiihii • iiiiii i 

HOW NEW RADIO NCS DIFFERS FROM LAST ONE 

NCS '61 NCS No. 2 (1956) 

Radio will be measured in fall of Radio and tv audiuce data were meas- 
1960, tv in spring of 1961 nred on same questionnaire 



2 Total nnduplicated audience Individual station circulation was 
data shown by counties shown, but nttt total audience 



3 Survey to be based on returns Panel for \CS Wo. 2 was about 100,000 
from a panel of 375.000 less llinii each ACS '61 sliidif 



Less than 100 counties are ex- Ibouf 700 counties were clustered in 
pected to be clustered 1956 radio/tv study 



& -,1,1!, .i««MMHM lllllllllllllllllllllllllllllllllll iiinllllillllllll Illllllllllll III 



Will NCS spur new radio trends? 



^ Prospect of first circulation study since 1956 means 
revived interest in geographical patterns, say agencies 

# Reps split on value of new radio coverage study, but 
industry likes new total audience figures by counties 



^\fter months of behind-the-scenes 
discussions, A. C. Nielsen Co. has un- 
veiled the shape and size of Nielsen 
Coverage Service '61. It contains the 
proposed specifications for the first 
radio circulation study since NCS No. 
2, which was made four years ago. 

Though most agencies have barely 
had time to pour over the proposed 
study, there are already indications 
of the impact NCS '61 will have on 
radio buying patterns. Agencies in 
general welcomed the release of the 
specifications, a clear sign they are 
aching for up-to-date radio circula- 
tion data. Particularly significant was 
the widespread comment from buyers 
that— with coverage data in prospect 
— a revival of emphasis on radio sta- 
tions' geographical reach is in the 



cards. In the past few years, as radio 
circulation data aged on buyers' 
shelves, ratings and cost-per-1,000 
have been increasingly relied upon. 

So far as the reps are concerned, 
their reactions were clearly keyed to 
how their stations are likely to com- 
pare to the competition. Firms repre- 
senting powerhouse stations were na- 
turally jubilant about the likelihood 
of circulation data. There was an 
undertone of fear, however, that the 
blossoming of hundreds of new sta- 
tions and the increasing local orienta- 
tion of radio would tend to constrict 
coverage patterns. 

One happy development was the 
announcement that total radio circu- 
lation figures per county (weekly and 
daily, daytime and nighttime) would 



be released for the first time. This is 
expected to offer radio valuable am- 
munition with which to clobber news- 
papers — particularly in the area of 
the dailies' circulation dilution in sub- 
urban areas and satellite towns. Even 
with these new facts at hand, how- 
ever, the industry has the premonition 
that coverage data will say nothing 
new about radio's effectiveness. 

NCS for the first time will offer 
separate national surveys for radio 
and tv. The radio measurement is 
planned to include out-of home listen- 
ing as well as total radio circulation 
for each U. S. county (including 
Hawaii and Alaska). 

Release date for NCS '61 hinges on 
the availability of 1960 census figures 
on county-by-county set ownership. 
However, Nielsen expects to deliver 
both the radio and tv reports next 
summer. It was recently announced 
that the census data containing such 
material as radio and tv ownership 
would be published sometime between 
September 1961 and January 1962. 
Nevertheless Nielsen's close relations 
with Census Bureau people makes it 



SPONSOR • 27 JUNE 1960 



37 



HOW CIRCULATION DATA WILL BE REPORTED IN NCS '61 




STATE 
COUNTY 



MARKET DATA 



HOMES IN AREA 



TOTAL 



RADIO 



COVERAGE 



WEEKLY TOTAL 



HOMES 
REACHED 



NCS DAY— PART CIRCULATION 



DAYTIME (BEFORE 6 P.M.) 



WEEKLY % 



DAILY % 



NIGHTTIME (AFTER 6 P.M.) 



WEEKLY % 



DAILY 



MA^YLANO 
ALLEGANY 
GARRETT 

TOTAL' 
PENNSYLVANIA 
ALLEGHENY 
ARMSTRONG 
BEAVER 
8E0F0R0 
8LA1R 
SUTLER 
CAMBRIA 
CAMERON 
CENTRE 
CLARION 



26, 500 
5, 100 
31,600 

466,900 
23, 800 
52,600 
11,400 
41, 300 
29, 100 
58,200 
1,900 



13, 590 
2, 140 
15,730 

399,810 
19,740 
45,010 

9, 460 
33,910 
24,760 
48, 190 

1, 140 
-13,780 

•>,700 



8,810 
2,080 
10,890 

200, 100 
17,520 
15,790 
9,230 
33,090 
18,420 
47,320 
640 
11,870 
8,600 

lO 1M 



64 
97 



50 
88 
35 
97 
97 
74 
98 
56 
86 
98 



8,810 64 
1,960 91 
10, 770 



161, 520 
16, 000 
12,640 

9,230 
30, 580 
14, 730 
35,750 
610 
11, 570 

7 oaa 



40 
81 
28 
97 
90 
59 
74 
54 
84 
91 



6,640 
1, 560 
8,200 

114, 340 
11,720 
7,650" 
7,840 
22, 550 
9,450 
29,680 
530 
8, 440 
6,670 



48 
73 



28 
59 
17 
82 
66 
38 
61 
46 
61 
76 



8,810 
2,080 
10,890 

198, 700 
17,270 
15,790 

9,230 
32,790 
18,090 
46,790 
640 
11,720 

8,600 
1o.l2n 



64 

97 



49 
87 
35 
37 
96 
73 
97 
56 
85 
98 
96 



7,470 
1, 740 
9,210 

151, 120 
13,260 
10,890 
8,070 
26,9 50 
12,700 
41,780 
530 
9,390 
7,270 
IT ' 



THIS SPECIMEN shows the format for both radio and tv station circulation data in NCS '61. Total audience for each county will be shown 
separately. In addition, NBC provides totals for each column shown. Usable sample for each of the studies will be about 200,000 households 



likely that the IBM card information 
will be in the hands of NCS tech- 
nicians hefore publication. 

Here are the planned highlights for 
radio in NCS '61: 

• Will report total radio audience 
for U. S., county-by-county, as well 
as figures covering individual station 
circulation. 

• Planned sample: 375,000 famil- 
ies will be polled nationwide, report- 
ing via mail ballot. Final figures will 
lie based on sample of about 200,000 
homes, including about 5,000 NSI 
homes metered and diary. 

• Out of a total 3,072 U. S. coun- 
ties, about 3,000 will be reported in- 
dividually. The remaining 70-odd 
counties will be clustered. 

Although the same general meas- 
urement techniques will be used in 
reporting NCS '61 as were used for 
NCS No. 2. because of the larger 
sample size and the small degree of 
clustering Nielsen feels the informa- 
ti >n on radio will be easier to inter- 
pret and more highly refined than 
f irmer studies. 

Thi« week, a )ear prior to its issu- 
ance, industry anticipation is keyed 
to common hopes that data shown in 
NCS '61 will repeal some distinguish- 
in., and dramatic new characteristics 



of radio to help eliminate what the 
industry considers hackneyed buying 
cliches resulting from outdated 
coverage figures used now to con- 
sumate many current radio buys. 

In a survey of major agencies, 
timebuyers and media analysts dis- 




JOHN CHURCHILL, Nielsen v.p., has charge 
of the Nielsen Coverage Service operations 



closed their deep concern over the 
lack of up-to-date circulation figures 
for radio. Based on Nielsen's 1956 
radio coverage figures, the latest 
available, yardsticks currently used 
to measure radio and justify buys to 
clients are no longer valid, according 
to the majority of agency opinion. 
This makes such terms as reach and 
frequency, money-per-market, and 
spots-per -market often intangible in 
the light of changes which have oc- 
curred since 1956, not only in geo- 
graphical redistribution, but station 
facility upgrading, as well. 

Buyers also said that agencies have 
largely abandoned coverage as a 
method of justifying their radio buys, 
causing heavier reliance on cost-per- 
1,000. Most buyers agree that rat- 
ings, while not the last word, offer at 
least a reliable base on which to 
reconcile their buys in the light of 
data available to them. They are 
acutely aware, however, that the mat- 
ter of circulation and geographical 
reach is of prime importance to their 
client's interests. Because of the lack 
of current information in these areas, 
ratings, perhaps, have acquired too 
much emphasis, they conceded. 

But from the radio reps, SPONSOR 
encountered split reactions to the 



38 



SPONSOR • 27 JUNE 1960 



planned NCS '61. Although most reps 
interviewed agree that the responsi- 
bility of media will always be to tell 
their advertisers how many people 
they are reaching and how many 
times, a widespread feeling of nega- 
tivism is prevalent concerning the 
impact for radio in NCS '61. Reps 
seem to feel that stations — with the 
exception of large area stations — will 
show no profound new dimensions, 
even with the increased size of Niel- 
sen's sample and the increased 
amount of individual county measure- 
ments. And they expressed the con- 
cern that because radio's pattern of 
becoming increasingly more local 
since the time of the last NCS, cover- 
age areas may emerge more tightly 
drawn. 

On the other hand, reps feel that, 
because of so many increases in 
power and station facility improve- 
ments, radio will show up stronger 
than ever in NCS '61. 

There is little question that, behind 
all the pros and cons of the Nielsen 
radio circulation study, there is a 
lively curiosity about current patterns 
of radio reach. A great deal has 
happened to the medium since 1956 
and no one is quite sure exactly what 
it is. 

There have been a number of area 
studies by Pulse and Nielsen provides 
total area figures in its NSI reports. 
However, the area studies cover only 
selected markets. The Nielsen fig- 
ures (1) do not show where the audi- 
ence is located, (2) also cover sel- 
ected markets and (3) do not pin 
down station audience overlap in 
adjacent markets in the program rat- 
ings. 

A new circulation study will be 
particularly useful in delineating 
exactly how new stations and rising 
independents have affected the cover- 
age of the long-established radio 
powerhouse. 

Still remaining is the question of 
how much support the radio part of 
NCS '61 will receive. It is no secret 
that radio's lesser income (compared 
with tv) has on no few occasions re- 
sulted in its getting the muddy end 
of the research stick. 

Early signs, however, point to 
fairly strong support by agencies and 
adequate, if not hefty, support from 
the industry itself. ^ 




REVERSE TWIST is gambit of Lon King (r), asst. v.p., Peters, Griffin, Woodward, N. Y., at 
WTVJ (TV), Miami, for day-long sales job. Visitor: Tee Watson, Schliti rep from JWT 

REP TURNS TABLES, TAKES 
ON LOCAL SALES FOR DAY 




trend during all the years of 



broadcast history has been for station 
men — "visiting firemen" — to trek to 
the buying centers for visits with 
their representatives and personal 
pitches to buyers. But Lon King, 
assistant v.p., Peters, Griffin, Wood- 
ward, New York, station representa- 
tives decided to reverse this trend. 

He junketed to Miami and the 
facilities of WTVJ (TV) to serve in 
an executive sales capacity at the 
local level for a single day. Objec- 
tives: to understand better the local 
station problems, local advertisers, 
traffic and availabilities as serviced 
for the national agency and adver- 
tiser, and to gain a broader knowl- 
edge of the myriad of station activi- 
ties and patterns which make for 
more effective tv advertising. 

Lon King's day. to term it simply, 
was a wild one! His mentors during 
the rigorous day were Ken Bagwell, 
national sales manager, and Bill 
Brazzil, v.p. for sales, both of WTVJ. 
They tossed each of the day's many 
problems directly at the New York 
visitor, asked for fast and good de- 
cisions, inundated him with their 
daily quota of telephone calls, tele- 
gram and twx messages, and mail. 

Bagwell's theory: Just as trips to 
New York give station men a chance 



to observe and fill the needs of their 
reps, a trip by reps to stations serves 
an equally important purpose. 

King's PGW colleagues conspired 
to toss a heavy barrage of inquiries 
into the legitimately confused mass of 
material. One co-worker, knowing 
in advance King would be in Miami 
to handle all sales calls and problems, 
sent in this legitimate request. He 
asked for the dates of Miami gram- 
mar school openings for the past five 
years, predicted future openings, any 
possible exceptions. 

Some ringers were thrown in too, 
but by the end of a long, hard dav — 
learning how to better understand 
station and representative relation- 
ships — Lon King was able to spot 
the phony question from the legit. 
Some of the tangible gains: He sewed 
up a major "12 plan" for General 
Foods, plus dozens of smaller con- 
firmations; laid groundwork for other 
business which developed after he'd 
returned to New \ ork. 

The intangible pluses, however, 
will endure beyond a contract. Those, 
says Lon King, are an improved rep- 
station working relationship with 
more efficient advertiser service. His 
hope for the future: A longer visit, 
with a chance to observe sales from 
conception to contract. ^ 



sponsor • 27 JUNE 1960 



39 



PROFILE 



^ WPAT's Dick Wright has 
had over 1,000 requests from 
radio men for his formulas 

^ But most industry pros 
agree his success is based 
on more than programing 

This past week, the manager of a 
central Kansas am station marched 
into the plush, East 56th St. New 
York offices of WPAT Inc. and asked 
to see president Dickens J. Wright. 

His mission: to discover the pro- 
gram and policy formulas which have 
brought fame, listeners, and dollars 
to this standout metropolitan 5,000- 
watter during the past 10 years. 

His ultimate purpose: to rebuild 
his own Jayhawker operation accord- 
ing to the WPAT image. 

"But," Dick Wright told SPONSOR 
after the meeting, "I wonder if he 
really will." 

WPAT gets an average of two such 
visitors a week. A correspondence 
file shows requests for information 
from radio men in 38 states and 13 
foreign countries since 1950. Phone 
and personal calls push the total 
number of formula seekers to nearly 
1,000, by the most conservative esti- 
mates. 

And keen, affable, 47-year-old Dick 
Wright has no hesitation in talking 
freely about every phase of his pro- 
gram and sales operation. "We're will- 
ing to open up," he says, "but some- 
how they don't seem to absorb it all." 

The reasons for broadcaster inter- 
est in WPAT, however, are not far to 
seek. Since August 1950, when Wright 
took over the reins, station gross 
revenues have increased 300% and 
profits are up by a far larger figure. 

Preceding Wright's arrival, WPAT 
was losing $73,000 annually. He cut 
costs drastically and showed a $50,- 
000 profit in his first year. Since 
then sales have soared toward and 
upward with the result that Wright, 



SPONSOR • 27 JUNE 1960 



OF AN IMAGE BUILDER 



who with a syndicate of four men, 
bought the station for S300,000 i n 
1954, has turned down offers of over 
85,000,000 for the property. Most 
industry observers believe that WPAT 
today is among the top 20 money- 
makers in the radio business. 

According to sentimental reporters 
in the consumer press the explana- 
tion of WPATs success is "simple" 
and "easy." 

'"Lots of music and little talk," says 
Coronet. "A minimum of commer- 
cials," notes Harper's. "Good taste 
pays off," says Newsweek. And if you 
listen to these and other outside-the- 
industry comments, you would have 
to conclude that Dick Wright has 
made a fortune by merely doing the 
obvious. 

Hard-bitten radio veterans, how- 
ever, maintain that this is arrogant 
nonsense. Radio is like hell, they 
point out. It is paved with good in- 
tentions. And it took more than 
gentlemanly good manners to give 
WPAT a top spot among 28 fiercely 
competitive New York metropolitan 
stations. 

The answer, they say, lies in the 
distinctive and specialized image 
which Wright has succeeded in build- 
ing for WPAT. and in the ingredi- 
ents which have produced this image. 

Identifying these ingredients, 
though, is a giant -sized job, and ac- 
cording to Wright, "though many 
have tried, I have never heard a sta- 
tion that really imitated us." 

Most seekers after WPAT image 
secrets begin with the station's own 
special good music format (and 
many, says advertising and promotion 
director John Burt "never go any 
further than that.") 

WPAT schedules news and weather 
on the half hour. The balance of its 
programing is entirely music, a blend 
of show tunes, standards, operettas, 
musical comedy tunes, light classics, 
and carefully selected jazz numbers, 
put together under the scrupulous 
supervision of the station's musical 
director David Gordon. 

Gordon, a Juilliard graduate, with 
an almost total recall of WPAT's 



600,000 selection repertory, special- 
izes in piograming which produces 
what Wright calls an atmosphere of 
"good feelings" and "over-all gentle- 
ness." 

Selections are never overly high- 
brow or far out rock-'n'-roll. Indi- 
vidual numbers are not identified, 
and vocals are not used after 6 p.m. 



FOUR FACTORS 



For listeners who want to know what 
they're listening to, WPAT publishes 
a monthly program guide for its eve- 
ning "Gaslight Revue" show. 

Lack of identification, however, has 
not prevented other station operators 
from taking tapes of the WPAT 
schedules, and, in the case of one 
California station, from programing 
exactly the same numbers. 

"But," says Wright, "their pro- 



grams still don't sound the same.'' 
One obvious reason, of course, is 
that its distinctive musical program- 
ing is only one phase of WPAT's 
sound. Equally important (more im- 
portant, according to some agencv- 
men) is its handling of commercials. 

The station carries commercials 
only at the quarter hour break in the 

IN WPAT IMAGE 



J 

daytimes and between half hours at 
night. Loud, raucous spots of the hard 
yell sell variety are verboten. and it is 
no secret in the trade that there are 
certain t\ pes of products which WPAT 
flatlv refuses to schedule. Commercial 
announcers are limited to a word rate 
of 125 words a minute, and all tran- 
scriptions are carefully screened. 
That this inusic-commercial recipe 
(Please turn to page 77) 



With gross sales increases of 300% in the past 10 years in a market with 27 
competitors, WPAT Greater New York Metropolitan Station is generally regarded 
as an outstanding example of successful "image building." Here are four reasons. 



1 PROGRAMING. A distinctive good music formula that 
bars both high brow or far-out rock-'n'-roll. Weather and 
news-reports on the half hour. No other programing or talk. 



2 COMMERCIALS. Given only at the 15 minute breaks 
during the daytime and between half hours at night. Loud, 
raucous commercials are not accepted. \o oversaturation. 



3 SALES POLICIES. Single rate. Xo off-rale card deals. 
Product and advertiser protection. Qualitative research 
aimed to interest modern timebuyers and media analysts. 



MANAGEMENT. Wright himself a radio pro ivith sub- 
stantial broadcast background before coming to WPAT in 
| 1950. Owners interested in steady growth not fast dollars. 



sponsor • 27 JUNE 1960 



41 




PREPARATION for next fall's radio campaign holds attention of (I to r) : Bernard Endelman, a e., and Jerry Kreeger, radio pro- 
ducer, both of Doyle Dane Bernbach; Joe Petrocilt, of French Government Tourist Bureau, and DDB copy supervisor Mary Wells 



SPOT RADIO A LA FRANCAIS 



^ French government uses am and fni good music 
stations in 11 markets to promote off-season tourist trade 

^ Jourdan, Dauphin, Boyer record spots for 'class 
media" approach; spontaneity preserved despite editing 



France has enlisted the wit and 
charm of native sons Louis Jourdan, 
Claude Dauphin, and Charles Boyer 
in the \merican tourist cause. Ameri- 
• ons are pouring into Europe in ever- 
■ 'ickening droves, and France in- 
tends to hold onto its status as top 
attraction there. 

^ ith its agency Doyle Dane Bern- 
r h. the French Government Tourist 
I ureau has worked out a radio tech- 
>ue designed to make the most of 
Fran e's all-important export, its per- 
forming artists. The S30.000-a-year 
ampai^n encompasses good music 



stations, am and fm, in 11 major 
markets. It is aimed at upper-income 
families with a propensity to travel. 

The Bureau looks on the good mu- 
sic stations as "class media." along 
with magazines such as Harper's. Sew 
} orker, Holiday, and Atlantic, which 
it also uses. "Though we can't show 
color pictures and maps of France on 
radio, we can make effective use of 
that readily marketable oral image, 
the French accent," points out a.e. 
Bernard Endelman. "And we give 
this the fullest treatment by having 
the French personalities, whose names 



are household words in this country, 
do the talking." 

DDB strives for the utmost in nat- 
ural, conversational tone for these 
testimonials. "It makes a world of 
difference to convey the feeling that 
the personality is in his own home 
casually telling guests why they ought 
to visit France," says Don Trevor, 
radio/tv director at the agency. 
"That's what gives the message the 
authenticity required to do the job." 

In the case of Louis Jourdan, the 
personality actually was in his own 
living room, telling a guest (Trevor) 
about the attractions of France. Jour- 
dan, exhausted after a long day on a 
Hollywood motion picture set, still 
managed to tape about 40 minutes' 
worth, because he and the other par- 
ticipants welcomed the chance to help 
their country. 

Back in New York, DDB copy su- 
( Please turn to page 51) 



42 



SPONSOR • 27 JUNE 1960 



ANIMATION SCORES 
A BREAKTHROUGH 

^ ABC TV will venture three nighttime animated 
shows this fall, including one aimed at adult audience 

^ New animation production for syndication will 
soon rival or replace old theatrical lihraries on tv 



f^L nimation for tv is on the verge of 
mulitple major breakthroughs. 

During the 1960-61 season, anima- 
tion will take important first steps in 
getting into several areas from which 
it was previously excluded. 

ABC TV. first of all, has three 
nighttime animated half hours on its 
fall schedule — the first animated 
shows ever to earn nighttime network 
slots. Bugs Bunny is set for Tuesday 
and another series is set for Friday; 
both will go in at 7:30 p.m. and will 
be produced by Warner Bros. 

But there's much more in the im- 
plications behind ABC TV's The 
Flintstones, produced by Screen 
Gems' Hanna-Barbera Productions 
and sold to Miles and R. J. Reynolds 
for 8:30 p.m. Friday. This animated 
series is — as the names of the adver- 
tisers indicate — definitely for an 
adult audience. 

You can be sure that other net- 
works will be watching the ABC TV 
animation venture closely and won't 
be very far behind in scheduling 
nighttime animated series of their 
own if the new trend clicks. 

Behind ABC TV's buy of The Flint- 
stones is the success of Screen Gems' 
Hanna-Barbera Productions with its 
two other national animated shows. 
Huckleberry Hound and Quick Draw 
McGratv, both in national spot and 
sold to Kellogg's, the former fa I960 
Emmy winner) now renewed for a 
third season, and the latter for its 
second. 

The new scope of national anima- 
tion programing may be seen in this 
one fact : Come fall. Screen Gems will 
have four national animated shows 
on television — the three shows listed 



above plus Ruff & Reddy on NBC TV. 

A second animation development 
of major proportions will hit the syn- 
dication field in 1960-61. Up to now, 
virtually all animated programs in 
syndication were produced for the- 
aters and later released for tv; such 
as Looney Tunes, Popeye. and Bugs 
Bunny, to mention but a few. Pro- 
duced- for-tv animations were rarer: 
Crusader Rabbit, Felix the Cat, plus 
several shows produced for network, 
such as Mr. Magoo and Gurnby, 
which were later put in syndication. 
But the new syndication season will 
see an animation production effort of 
unprecedented proportions. 

At least half a dozen syndicators 
will bring out new animated series. 
Trans-Lux Tv will follow up its suc- 
cess with Felix the Cat by bringing 
out Rube Goldberg and one other 
program. CBS Films and Terrytoons 
have already started selling Deputy 
Dawg and are ready with a second 
series, Fearless Fosdick. Z1V-LA. a 
major distributor of theatrical car- 
toons, will produce its first animated 
series for tv: Mell-0 -Tunes. Hank Sap- 
erstein will produce an animated ver- 
sion of "Dick Tracy."' Flamingo will 
enter cartoon production with Sutty 
Squirrels. CNP has brought out a 
stop-motion series, Henry and His 
Claymates, and also has an animated 
Bob and Ray Show, and Paramount 
will make new Popeye cartoons. 

There'll probably be more made- 
for-tv animation programing placed 
in syndication during the 1960-61 
season than in all previous seasons 
combined. Two forces are shaping 
syndication's new enthusiasm for ani- 
mation: the time period situation and 




FIRST NIGHTTIME network animated series 
for adult audience, The Flinfsfones, ABC TV, 
8:30 p.m. Fridays, starting in fall, is sold 
to R. J. Reynolds and Miles Labs. Above are 
associate producer Alan Dinehart, writer 
Warren Foster, both of Hanna-Barbera Pdctns. 




SPONSOR • 27 JUNE 1960 



43 



animation's good rerun performance. 
Since the network* have taken control 
of more and more time periods after 
7:30 p.m.. the syndicators have re- 
plied by producing the kind of show- 
largely designed to go into an early 
evening slot. Also, animated reruns 
hold up better than live action shows. 
Many repeat runs are possible with 
relatively little loss of ratings appeal. 
Thus a show like CBS Films' Fearless 
F osdick, with an estimated half hour 
cost of $75,000. could eventually earn 
more than an action-adventure show- 
budgeted at S32.000. 

Animation in syndication will also 
get a boost from post-"48 theatrical 
product, although some of these pack- 
ages will find their way to network 
before they go into syndication. ABC 
T\ s Bugs Bunny, for example, will 



consist mostly of Warner Bros, the- 
atricals of recent vintage. 

A third animation breakthrough 
appears ready to take place on the 
technological front. One producer, 
\^ estworld Artists Productions, is 
keeping under wraps a new automa- 
tion process which, if applied to ani- 
mation, is said to be able to crack 
open the present high cost price struc- 
ture. The new process, Animascope, 
is understood to be increasingly eco- 
nomical the larger the production 
unit. While it might not accomplish 
major savings on a 60-second com- 
mercial, it is said to bring half hour 
production costs down to S45,000 and 
full-length feature costs down to SI 
million. The new technique utilizes 
live action photography for analysis 
of motion: these ima2es are trans- 



WHAT'S NEW IN ANIMATED 
PRODUCTION THIS FALL 



NETWORK PROCRAMS 


TIME & ADVERTISER 


DISTRIBUTOR 




THE FlINTSTONES 


ABC TV 


Fri. 8:30 p.m. 


Screen Gems 




(AOULT) 


Miles, R. 


/. Reynolds 






BUGS BUNNY (NEW) 


ABC TV, 


Tues., 7:30 p.m. 


Warner Bros. 




UNTITLEO 


ABC TV, 


Fri., 7:30 p.m. 


Warner Bros. 




HUCKLEBERRY HOUNO 


National 


spot, Kellogg's 


Screen Gems 




QUICK ORAW McGRAW 


National 


spot, Kellogg's 


Screen Gems 




SYNDICATED PROCRAMS 








s 


OEPUTY OAWG 






CBS Films 


I; mill!: 


FEARLESS FOSOICK 






CBS Films 


Ill Hi 


BOB AND RAY 






CNP 


5 


HENRY ANO HIS CLAY MATES (STOP-MOTION) 


CNP 




NUTTY SQUIRRELS 






Flamingo 




DICK TRACY 






Hank Saperstein 




THREE STOOGES (PARTLY 


LIVE) 




William Morris 




POPEYE (NEW) 






Paramount TV 




RUBE GOLOBERG 






Trans-Lux TV 




MELLO-TUNES 






Ziv-UA 





formed into lines by special photo- 
graphic processing and some details 
are added by conventional animation. 

Other technological developments 
in animation which may well affect 
tv production within the next few sea- 
sons involve adaptation of stop-mo- 
tion, slide-motion, and other camera 
techniques. Some of these innova- 
tions carry along with them unusual 
economies as well as novel effects. 
HFH Productions, for example, elimi- 
nated eels in producing a special one- 
use network program opening, photo- 
graphing objects which were placed 
directly on the camera stand. The re- 
sult, which ran for slightly over one 
minute, cost $1,800, compared to the 
usual S5,000-6,000 for one minute 
of animation. 

A fourth aspect of animation worth 
watching is tv commercials. The 
trade estimate, that one-fourth of all 
tv commercials work is in animation, 
based on the volume of the past sev- 
eral seasons, will continue to be a 
useful rule-of-thumb. Robert Law- 
rence Productions' analysis of 1960 
business so far reveals that 11% of 
its volume is in all-animation com- 
mercials and that 26% is in commer- 
cials using some animation. There is 
no significant change in these figures 
when they are compared to last year. 
While no changes in the total amount 
of animation work in commercials is 
expected for 1960-61, some new crea- 
live tendencies have been predicted. 

There is both an optimistic and a 
pessimistic side to the question of 
animation creativity in commercials. 
One producer felt that animation peo- 
ple would play an increasingly im- 
portant role in commercials planning 
from the beginning, especially since 
agencymen whose background is 
chiefly live action may not also have 
sufficient understanding of the spe- 
cialized capabilities of animation. In 
this view, a golden age of animation 
creativity in commercials was immi- 
nent in the coming season. 

But another producer took a 
gloomier view of the subject. So 
many fresh developments have taken 
place in animated commercials in the 
past two seasons, this producer felt 
that the creative cycle was moving 
back from a phase of exploration to 
a new phase of imitation. Squeeze- 
motion was a new commercials style 



44 



SPONSOR • 27 JUNE I960 



utilizing animation of the past two 
seasons, but no other new contribu- 
tion to animation style could be seen 
on the commercials horizon. 

The performance of commercials 
containing animation is a continuing 
subject of debate. A recent Schwerin 
study discovered that hybrid commer- 
cials — using both animation and live 
action — performed better than those 
using either all animation or all live 
action alone. In the recent First 
American Tv Commercials Festival 
and Forum, the proportion of com- 
mercials containing animation which 
won first prizes was considerably 
higher than the proportion which 
was considered. Animated entries 
constituted approximately one out of 
five of the 250 semi-finalists, but com- 
mercials containing animation walked 
away with one out of three of the 37 
first prizes. 

These top winners included Minne- 
apolis Gas (Knox-Reeves) made by 
Grantray-Lawrence and Playhouse 
Pictures; Fresh (Daniel & Charles) 
by Elliott, Unger & Elliot; American 
Dairy ice cream (Campbell-Mithun) 
by TV Spots, Inc.; Ernie Ford pro- 
gram opening (J. Walter Thompson) 
by Playhouse Pictures; Union Oil 
(EWRR) by Playhouse Pictures; 
two commercials by Lestoil (Jack- 
son) by Robert Lawrence Anima- 
tion; United Cerebral Palsy by News- 
film Productions; King Cotton Sau- 
sage (Rosengarten & Steinke) by Fred 
Niles; Kaiser foil (Y&R) by Freberg 
with Playhouse; Johnson & Johnson 
Strip, Patch & Spot (Y&R) by Elek- 
tra, and Seven-Up (J. Walter Thomp- 
son) by Ray Patin. 

The commercials festival also served 
as a reminder of memorability of ani- 
mated commercials. Nine of the spot 
shows in the Commercials Classics of 
past seasons contained animation. 
They were: Ajax (Sherman & Mar- 
quette) by Shamus Culhane; Muriel 
(Lennen & Newell) by Shamus Cul- 
hane; Hamm's (Campbell-Mithun) 
by Swift-Chaplin: Bardahl (Miller, 
Mackay, Hoeck, Hartung) by Ray 
Patin; Alka Seltzer (Wade) bv Swift- 
Chaplin; Jello (Y&R) bv UP A and 
Swift-Chaplin; Paypo (FRC&H) by 
Storyboard; Phil Silvers Camels open- 
ings (Esty) by Pelican; and Butter- 
nut (Buchanan-Thomas) by Freberg/ 
Fine Arts. ^ 




4 



PRE- PRESENTATION MEET of San Francisco Radio Broadcasters Assn. grouped West Coast 
execs. (I to r) Bill Shaw, v.p.-gen. mgr., KSFO; Milt Klein, gen. mgr., KEWB; Bill Nichols, gen. 
mgr., KFRC; Homer Odom, v.p.-gen. mgr., KABL; Maurie Webster, v.p.-gen. mgr., KCBS 



RIVAL STATIONS RALLY 
TO PITCH S.F. MARKET 



1 hirteen rival San Francisco sta- 
tions held their fire and joined forces 
in a major drive to promote their 
market. 

The occasion: A presentation meet- 
in" of the San Francisco Radio 
Broadcasters Association held at the 
Hotel Roosevelt in New York City- 
last week. First of its kind, SFRA 
was started a little under a year ago, 
when 75% of the stations invited to 
make their individual presentations 
and discuss their individual market- 
ing problems at an RTES seminar, 
decided the seven-minute time limit 
set for each was not sufficient for 
complete and effective coverage of 
their story. 

How then to get across their mar- 
ket message completely, effectively, 
and with no time limitations other 
than those self-imposed? The solu- 
tion — not an uncommon one in the 
industry today — was to form a group, 
thereby lend strength to their individ- 
ual as well as common objectives. 

Members of the newly formed asso- 
ciation (namelv, KABL, KCBS, 
KDIA. KEWB. KFAX. KFRC. KGO, 
KNBC, KOBY, KRE, KSAN, KSFO. 



KYA), covered the following high- 
lights at the presentation meeting: 

• 24% of total available San 
Francisco audience is tuned to radio 
during any average quarter hour 
(according to recent Pulse survey). 

• San Francisco has greatest tune- 
in percentage of two big western 
markets (based on Nielsen survey). 

• Rapid expansion of population. 
San Francisco's current population of 
3.752,000 is four times what it was 
in 1900. with greatest growth I three- 
quarters of the total) outside city 
proper. 

• Total expenditures since 1940 
have doubled — up to 123^. 

• Car owners have increased more 
than 85 r c in last 10 years, with over 
1.500,000 now radio-equipped. 

• San Francisco plays host to 
1,622,923 tourists a year, who leave 
behind them total of' 885,690,334. 

As compared with print, the SFRA 
presentation reports that any one of 
the Pulse rated iadio stations reaches 
unduplicated homes more than twice 
the 20^ newspaper figure, with 
coverage as high as 60 r c, 70%. and 
80^ for SFRA stations. ^ 



SPONSOR • 27 JUNE 1960 



45 



STUDY SHOWS 'STEEL HOUR' MESSAGE IMPACT 



CHROME ! 



ALUMINUM 



fiffS/ffJJM/IffSJA 20 



WMMM*% 



OTHER METALS BBSS 
NON-METALS JJf 3 



WHAT MATERIALS ARE GOOD 
FOR AUTOMOBILE BUMPERS? 

■ BEFORE 
'OL AFTER 



STEEl VMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMfMJMMfAYWMMMMMMMMffMA 



ALUMINUM ^M£ffjff A v\ 
IRON rjff^ 

OTHER METALS ■■■ 1S 



NON METALS ! 



WHAT MATERIALS ARE GOOD 
FOR AUTOMOBILE BODIES? 

■ BEFORE 
MM. AFTER 



VMM 



BEFORE the Steel Hour was picked up in Binghamton, New York (due to problems clearing time), Steel conducted Politz survey, then returned to 
market and asked same people same questions six months after show had been on local channel. Extract above indicates favorable results. 



Why Steel backs live tv drama 



^ Bulk of L. S. Steel S5 million plus tv budget goes 
into supporting last live play series on web television 

^ Six-year-old 'Steel Hour" reaches an average of 25 
million viewers, provides ideal p.r. and sales climate 



u •■'ted States Steel owns and con- 
t Is the last surv iving live play series 

n network tv. 
From a field whose ranks once in- 

uded Studio One. Kraft Playhouse. 
Robert Montgomery Presents. Cli- 
max. Playhouse 90. Lux Theatre, 
kaiser Aluminum Hour. Ford Hour, 
Philco. Goodyear. ALCOA. Pontiac 



Playwright's Hour, and others, only 
the United States Steel Hour is still 
on the air. its format substantially 
the same as it was when it first began, 
over six years ago. (Armstrong Cir- 
cle Theatre, which alternates with 
Steel, is the only other live, regularly 
scheduled net tv dramatic series: in 
recent times, however, switched from 



a play to a documentary format. 

What then are Steel's reasons for 
being the last stronghold of the three- 
act plav. live on tv? Here's the back- 
ground : 

The large corporation, in modern 
times, has become acutely aware of 
the need for favorable public rela- 
tions, ^"hereas 50 years ago. a p.r. 
guv was someone you hired to keep 
your name out of the newspaper, 
states Ira Avery. Steel account super- 
visor at BBDO. today the wheel has 
swung full circle. As Harold Hoff- 
man. U. S. Steel assistant director of 
advertising, notes. '"Good p.r. adver- 
tising is good sales advertising." This 
axiom appears to be particularly val- 



K 



SPONSOR • 27 JUNE 1960 



id in terms of United States Steel. 
Company strategists explain that 
they feel the public is product-orient- 
ed in the p.r. evaluation of large cor- 
porations. United States Steel is in- 
timately associated in the public mind 
with all steel, and there results a di- 
rect and proportional relationship 
between public acceptance of the com- 
pany, and of steel, its product. 

Various studies made by the 
American Iron and Steel Institute, 
(see chart at right) indicate that the 
public's prime source of information 
about the steel industry is television. 
At the same time, company studies 
show that the more people know 
about U. S. Steel, the more favorable 
their opinion. These facts implement 
Hoffman's statement that "TV is the 
most obvious means for U. S. Steel 
to tell its story. It's the most impor- 
tant consumer media used." 

The basic reason for choice of 
property is expressed in Avery's be- 
lief that "entertainment is the chief 
motive for veiwer tune-in." Steel had 
to have exposure on a show that of- 
fered suitable climate and enough 
time for both sales and p.r. messages. 
The three-act play, a dignified vehi- 
cle with two natural breaks in the 
action, similar in style to the U. S. 
Steel Hour radio show, seemed the 
logical move. In October 1953, sev- 
eral months after the last radio show, 
Steel made the transition to tv. 

The Hour is performed live at all 
times, except when it is physically im- 
possible to do so, such as when a star 
is committed to be elsewhere at the 
time of production. Then, and only 
then, is the production taped. But 
Avery, Charles Underhill, Steel tv di- 
rector, and George Kondolf, execu- 
tive producer at the Theatre Guild 
(producer of the program), share in 
the feeling that when a show is being 
taped, there's a certain laxity in the 
studio, absent in a live performance. 
Both Aven- and Underhill, at one 
time in their careers tv producers, 
believe that a live performance holds 
a special excitement for viewers. 

The Steel Hour is seen by approxi- 
mately 25,000,000 viewers. CP.M is 
relatively low as production costs 
rarely rise above $60,000. Composi- 
tion-wise the audience is about 50-50 
male-female, and composed of indi- 
( Please turn to page 65 I 



WHY TV IS MAJOR MEDIUM USED 




CHECKING storyboard for sales commercial are steel strategists (l-r) Kenneth Schwartz, project 
supervisor general advertising; Thomas Norton, manager general advertising; John Veclley, 
director of advertising; and Harold Hoffman, assistant director of advertising. One of major 
reasons for Steel's move to tv and increasing usage of the medium is graphically shown below 
by results of AISI study, depicting from what sources Americans learn about steel industry 




SPONSOR • 27 JUNE 1960 



47 



With co-op expenditures at a peak, SPONSOR ASKS: 



Co-op advertising — blessing or 



Agency and broadcast people 
weigh client and station advan- 
tages in co-operative advertising 
against some of the malpractices 

Anita Wasserman, Laurence C. Gum- 
binner Advertising Agency, New York 
Co-op for national advertisers is a 
headache to buy. Everyone is actively 
pitching: air media to retailers for 
more of their money; retailers to na- 
tional advertisers whose products are 



Timebuyer 
often forced 
to go co-op 
because 
retailers 'own 
choice times 



in their stores; station reps, also to 
national advertisers. But more and 
more, aren't reps finding themselves 
at a disadvantage — being by-passed 
as retailers buy time at local or retail 
rates, re-sell it below national rates, 
but at a profit for themselves? In 
many markets, on many stations, re- 
tailers "own" choice times, leaving 
reps the dregs. The buyer frequently 
has to go co-op, to get the best media 
value at the lowest cost possible! 

Thus, co-operative buys can no 
longer be considered supplementary. 
And problems with them are getting 
much more serious: Proof of per- 
formance is difficult to get in radio — 
impossible, in tv; a schedule almost 
becomes a "shakedown" of the man- 
ufacturer by the dealer; he gets huffy, 
unpleasant, if he thinks he isn't 
getting a fat enough slice of the na- 
tional advertiser's pie. 

One answer could be one rate for 
all stations wherever possible. Another 

a co-operative advertising budget 
i jmpletelv separated from the na- 
tional advertising budget. Both steps 
\\ uld restore the co-op purchase to 
it- proper perspective, as a supple- 
mrrilarv l>uv to get definite in-store 
1 rchandising help. 

\nd if the retailer will supply 



schedules of definite media value, 
tighter traffic control, proof of per- 
formance, and bills that arrive fairly- 
soon after the broadcast month, co-op 
advertising can be an unmixed bless- 
ing for the national advertiser. 

John L. Vath, general manager, WWL, 
New Orleans 

Co-op advertising in radio has 
changed direction somewhere in mid- 
stream. Webster defines "cooperative" 
as "collective action in the pursuit of 
common well-being, especially in 
some industrial or business process." 
And I am sure that co-op advertising 
was begun in the interest of the com- 
mon good of two or more persons en- 
gaged in a like business. More specifi- 
cally it was an effort on the part of a 
manufacturer to encourage advertis- 
ing on a local level by his dealers. In 
its beginnings co-op advertising did 
just that. Dealers handling a particu- 
lar product all over the country be- 
gan to advertise to their local custom- 
ers with the help of the advertising 
know-how of the manfacturer. 

This whole process was accom- 
plished by the simple expedient of a 
payment of part of this local advertis- 
ing cost (usually 50%) by the manu- 
facturer. This was a good, whole- 
some process which increased the 
flow of goods from the manufacturer 



Too many 
examples of 
use of co-op 
buying to cut 
station's 
rate card 



through the dealer into the homes of 
consumers. Dealers who had stead- 
fastly refused to spend money in ad- 
vertising soon found that their com- 
petitors, through competent use of co- 
op monies, were keeping their cash 
registers busy. And so even the most 
adamant were convinced that co-op 
was a good thing for their business 
and began to use it. 




Co-op advertising, as it was origi- 
nally used, was a very good and 
healthy practice. Today, in some few 
instances, it still is. But too many 
examples of abuse of the privilege 
have occurred. This can be attested 
to by the recent attacks on co-op ad- 
vertising by the Federal Trade Com- 
mission. 

As recently as last month a bright 
young vice president of one of our 
leading advertising agencies said, 
"Too often co-op advertising is 
nothing else but time brokerage un- 
der the guise of legitimate co-op." 

We, at WWL, find that when co-op 
is originated at the local level, it is 
usually legitimate and is an honest 
and sincere effort by both manufac- 
turer and dealer to encourage more 
customers to buy a specific product 
from this particular dealer. 

We find on the other hand that 
most co-op efforts originated at the 
national level are evidenced by either 
a small budget or client pressures to 
buy at a lower rate. 

There are instances of certain na- 
tional accounts buying spot radio at 
regular national spot rates in certain 
markets — and on a co-op basis in 
other markets where such proposi- 
tions are available. This is no wed- 
ding of local dealer money and na- 
tional manufacturer money. 

It is the responsibility of the sta- 
tion to distinguish between legitimate 
co-op proposals, and those which are 
designed to cut the station's card rate. 
Discernment and selectivity by station 
management can put co-op funds in 
their proper place in our business. 

Jay Thomson, sales and commercial 
manager, WKYW, Louisville, Ky. 

In my opinion, co-op from national 
sponsor to the local level is a good 
thing — and should be used by more 
national accounts. 

In the first place, it's obvious that 
the United States is a vast nation, and 
each area has its own regional pecu- 
liarities; it's impossible for a nation- 
al advertiser to be aware of each and 



SPONSOR • 27 JUNE 1960 




headache? 



every one. I believe that the people 
on the scene in the local markets are 
much more aware of the individual 
conditions, and therefore are in an i 
excellent position to supplement the j 
prudent judgment of the national 
buver. 



People on 
local level 
know indi- 
vidual condi- 
tions make 
better buys 



For example, there are many prod- 
ucts that are best suited for adult ra- 
dio and adult audiences, that are now 
going to stations pulling large teen- 
age audiences, simply because they 
do carry high ratings. Let's say that 
a good, intelligent commercial is 
made for an air-conditioner or me- 
dium-priced car. The national ac- 
count looks at the surveys and comes 
up with a high rated station. Conse- 
quently, the numbers-heavy station 
gets the order and then, when it is 
aired on the station, it comes on be- 
tween Conrad Twiddie and Frankie 
Avalon with the time, temperature, 
weather, call letters, name of the 
show, name of the disk jockey, traffic 
conditions, and social events for the 
next three days thrown in. 

Needless to say, the intelligent com- 
mercial's sales message is completely 
obscured and thus, the national spon- 
sor's money goes down the drain. 

This situation could not take place 
in many of the markets if the local 
representatives were allowed a voice 
in the choice. They are the ones that 
know the radio stations, what they 
play and what type of audience they 
cater to. So, in the long run, I think 
it would be much better if the na- 
tional offices of an account would 
co-op with the regional or local 
offices. Much more of the sponsor's 
money would be channeled where it 
would do the most good. 

I Please turn to page 75 




th/ TV 

MARKET 
IN THE 
NATION 

$2,000,000,000 IN RETAIL SALES 

WOC-TV serves the largest market between Chicago 
and Omaha . . . Minneapolis and St. Louis. 438,480 
TV homes; almost $3 billion in effective buying in- 
come; over $1 billion gross farm income. 

And to help you get the maximum number of these 
dollars WOC-TV specializes in effectively co-ordin- 
ating and merchandising your buy at every level — 
the broker, wholesaler, direct salesman, key buyer 
as well as the retail outlet. 

Further proof of aggressiveness — WOC-TV offers 
the greatest amount of local programming — over 
33 hours each week. 





PRESIDENT 




Col B f P*Ime* 
VICE PRES A TOEASL-HER 

D D rtlmrt 
EXEC VICE-PRESIDENT 

SECRETARY 

* rm D Y«£n«T 

RESIDENT MANAGER 

Emm C Stodm 
SALES MANAGER 


THE QLLVT CITIES 


-I- 


DAVENPORT ^ 
8ETTENDORF / IO * * 


channel 


ROCK ISLAND *| 


^^^^ 


MOL1NE > ILi 




EAST MOUNE J 


^^^^ 


PETERS. GRIFFIN. WOODWARD. -vi. nJ- - 



Your PGW Colonel has all the 
facts, figures and other data as 
well as day by day availabil- 
ities. See him today. 



FXO.ISIVE N A nON'Al REPRESENTATIVE^ 

Few, exciting 

music 

HBO 



devivre 




SPONSOR • 27 JUNE 1960 



49 



f Sell Six 
Rich Negro 
Markets Thru 




tiVi! rclv..?S *1fl Si \'\ 

g'oup' R . . e ^ r*-* ! 'e""-C to 

N t= r *astes. "'. jr "\s 1CX Ncru> 
Negf iiisp; A ' »u R. 'e 
Si. ".s jft ratec Nomr<e.--Ot* b N 
P e "ti H 'per Gel :r* facts <-._ 
R c Rt.^ A .--v.. Jwii E 

Pc ,r - - -Dc-i-C •• •» i i h 'e Swifcew. 




Personal Letter 

Negroes ste". be eve— 
a~d 'escc~i to R?j~sa> 'e 
, Ras c V. e feature S'eg'o 
1^1 d sc tcc»e»s a"d pe r sc"a'- 

• es, sc-esu'e prog-5~s tf-e 
Nej/o «es. No — E"e' *hat 
budget, a t ooe' D2'* c* »cut ad.e r- > s "5 
>■ VoST gc to Ro^ r sav e R^d c c- >cj 
e'e'v ss N'eo'o ccsu^er - "~ese 
£j.-:a~f — ia r >ets T-y Rc\."S? e R-»3 e ' 
■e 3 e c' ""e e'dest a^d t*e <V?esi broad- 
's cj' c -ose" ' e 3 

ROBERT >V ROU N S A VILLE 



FIRST U. S. NEGRO-PROGRAVMED CHAIN 
r RSI IN RATING IN SIX BIG MARKETS 



WCIN 1 * 




"s 5 CO W-^s so?' i- C r- 


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tOl XSAVILLE 

STATIOXS 

l»T \ i'Llk'* ! GEORGIA 

.- tOJ«S». HAROLD f WALKER 

V P A Hr S» H;- 
UtSOU CO OORA-CLAVTON 



^ ational and regional buys 
in work now or recently completed 



UYS 



RADIO BUYS 

Standard Brands Incorporated, New It .*>rk: Three-week campaign 

1 t Tender Leaf Ir?tant Tea be.:in? 27 June in midwestem market*, 
f !n\v« v a: iher three-week run ?tarting 18 Julv in scattered top 
; irket-. Trafi. a»d da\ n»inute» are !>ein_ ?' heduled at 30 per week 
j er .arkft the ni*t v>eek. 2« per week the Mher tw o. Buver: Margot 
le.fK\ . \_^r • : J. Walter Th ■mp* >n C ... New \< rk. 
Clenbrook Laboratories, Div. of Sterling Drug Co., Inc., New 
V>rk: > hedu'e* f^>r Ca^phri-Pl.enique *tart in July in a number of 
i- drket. Pia e : ent- are ! r ei^ht «ee'**. da\' "linutes. Buver: Bob 
Ho \ : 1 1' «Hipi "-k h C. .. New ^ ..rk. 

TV BUYS 

Lever Bros. Co., N^>. V>rk: Schedule? for Breezr ;tart 24 Julv in 
a! - 'tit 45 n>arket«. Da\ and night minuter. 1 < 1-1-5 per week per 
arkct. P'a r:i n ;. are f r eijht weeks. da\ minute-. Bu\er: Bob 
\_= \ : ?»( B. New rk. 

Kellogg Co., Bat:le Crerk: HeaxAir.g u« and [ lacing new jchedule? 
r >r ; t» cereal-. Day minute* of \ar\iVi frequencies are beins used. 
\_»n \: Le>> Burpett Co.. Chi.agi. 

Maltex Co., Div. of Heublein, Inc., Hartf. rd: Lining up fall 
-rbedule^ for Maypo Oat cereal. Campaign starts- 15 >eptember for 
>. • weeks with da> and ni_ht minutes. Bu\er: EILzateth Griffith. 
\_en \ : Fietther Ruhards. Calkir.- i H 'lden. New ^*>rk. 
Paxton & Gallagher Co., Omaha: G >ing int.- a limited number of 
"arket- thi< <utr , ^er to introduce it? Butter-Nut In-tant Tea. Iced 
a pr tinn s dav and ni^ht 2'»"s will run through mid- \ugu?t. 
\_e Tati a' -Laird Ir, . Chicago. 

Whitehall Laboratories, Div. of American Home Products 
Corp., New ^ork: Adding ab^ut 4<» markets to its year round 30. 
'•'■arkft schedule for Pri^'atene New schedules -tart in Julv for an 
■■definite ■■< -t\ d a?irg 1 •inut'-» before 12 a.m. and after 11 p.m. 
timer: Mi 1 R ;h. Vtmr> : Ted Bate? i Co.. New York. 
Malt-O-Meal Co., Mir.r X\~\ Bu\ing kid .-how participation? 
f<>r i(< Mi!t-0-Meal tereai to begin in the fall. Schedule? are for 

2 weeks. - 1 ab ut 3n markets \genc\ : Campl^ll-Mithun. Inc.. Min- 
^eap' li-. 

Colgate-Palmolive Co., New \ork: \b)ut 25 markets are getting 
placement- f.."- Pal^oiive - men"? product? ?tarting early July. 5ched- 
are f.>r ni^ht minutes, mostly 10 weeks. Bu\er: Eileen Greer. 
\_enc\ : Ted Bates \ Co.. New ^ ork. 

Ceneral Mills, Inc., Minneapolis: More midwestern markets are 
• ein? added to introduce Twinkles, a new readv-to-eat cereal. Sched- 
ules are for four to eight weeks, depending on market. Buyers: Ira 
W einblatt and Bob Fitzgerald, \gency : Dancer-Fitzgerald-^ample. 
New \. rk. 

5PON>OR • 27 JL".\E 1960 



72* &7&7}e6c»c? 
Industrial Crescent 



DETROIT 

(Continued from page 36) 

well this year — having already passed 
the 600,000 level at this time of the 
automotive season. The 10 leaders at 
this point of 1960 are — in this order: 
Chevrolet, Ford, Plymouth, Rambler. 
Pontiac, Oldsmobile, Dodge, Buick, 
Mercury, Cadillac. According to Au- 
tomotive News, compacts and imports 
combined totalled more than 200,000 
units during the month ending mid- 
June to capture 31% of the new car 
market. In its first full month of sell- 
ing, Comet (last entry of the past 
season in the compact field) roared 
into No. 9 spot among all domestic 
makes. So there is little doubt that 
the new compact, economy cars are 
holding down their side of the De- 
troit teeter-totter. As a matter of fact, 
imported cars are trailing the level of 
sales they set a year ago at this time. 

Perhaps one of the biggest prob- 
lems that Detroit faces at the moment 
is the used car situation. Here there 
is real trouble. In dealer yards and 
lots, the trade-ins are piling up and 
the demand for thein has fallen off. 
Used cars are alwavs a problem, but 
in the spring-summer selling season 
the theory is that they become much 
hotter items than at any other time. 
That season is here now. only the 
lots aren't getting sold out. A year 
ago, 1 June inventories of used cars 
were estimated at about a 28 day sup- 
ply; this year, they are estimated at 
about a 36 day supply. 

If this situation continues, perhaps 
spot tv will be demanded by dealers 
and dealer associations in heavy 
flights — not so much to move the new 
models as to make room for them. 

An interesting facet of the auto 
picture is that — with last year's com- 
pact cars revolution and this year's 
advertising revolution — it will take 
until 1962, at least, until there is a 
real indication of where the market 
will settle. This came out in a recent 
.V. Y. Times article on the auto in- 
dustry. According to this story one 
school of thought holds that the com- 
pact car field will be up in sales to 
about 36$ share of markets. Min- 
ority view is that the public may 
swing back to the big standard mod- 
els again. "There are no illusions 
here," the Time story stated, "that 
1961 will be as high in total sales as 
1960, which will probably be second 
best year in auto history." ^ 



RADIO A LA FRANCAIS 

I Continued from page 42 1 

pervisor Mary Wells culled three 60- 
second scripts out of the flow of 
verbiage available on the tape. Then 
radio producer Jerry Kreeger shuffled 
the taped words to fit the scripts. "It 
was like working a giant jigsav puz- 
zle, searching through the tape for 
the required words, and all the more 
difficult because the words, though 
often taken out of context, had to 
have the proper inflection for their 
new setting," Kreger relates. 

To obtain the six Claude Dauphin 
minute announcements a somewhat 
more involved process was employed. 
Key agency people met with him for 
a preliminary interview and sounded 
him out on his feelings about France. 
From this they developed a list of in- 
teresting topics which Dauphin used 
as a guide in creating an hour-long 
tape. There followed the same edit- 
ing process employed for Jourdan. 

The campaign got underway 26 
October with Jourdan. In January. 
1960, three 60-second spots by Charles 
Boyer, delivering a prepared text, 
were added. Claude Dauphin joined 
up the following month and from then 
on the three were rotated. 

The Bureau remained on the air 
through spring, with spots aired early 
morning and evenings. It averaged 
nine spots per week over WQXR-AM- 
FM. \ew York. Other outlets carried 
three. Here's the lineup: KADY. St. 
Louis; KDFC (FMt, San Francisco; 
KFAC. Los Angeles: KIBE-AM-FM. 
Palo Alto. Calif.; WCRB. Boston; 
WFLN. Philadelphia: WFMT (FM). 
Chicago: V\"GMS-AM-FM. Washing- 
ton: WITH-FM. Baltimore, and 
WYCG. Coral Gables. Fla. 

"The good music stations have a 
loval audience that respects them and 
their advertisers, account supervisor 
Ed Russel states. "Their listenership 
should be measured in terms of qual- 
itv. not quantity. And the Lest waj to 
determine if a station is in this cate- 
gorv is bv listening — vou can tell by 
its programing and advertisers. ' 

As for results of this campaign, the 
Bureau's assistant public relations di- 
rector Joe Petrocik says. "Judging 
from the many enthusiastic responses 
we've had from listeners, we believe 
radio is a very effective medium for 
stimulating interest in travel to 
France. The country comes alive for 
them in these commercials which 
seem to talk to each individual." ^ 




A Vast 
Urban Complex 

WORK, EARN 
and SPEND. 

and it's dominated by 

uifmy-tv 

GREENSIORO, N. C. 




■ «l!c Umtt 1*4* 



Represented by New York * Chicago 

Harrington. Righter • San Francisco « Atlanta 
& "tous, Inc Boston • Detroit 



IN QUINCY, 

«k STANLEY, 

( :3 




WTAD 



IS THE MOST! 

• MOST COVERACE' 5 

• MOST PROGRAMMING 1 CBS Of course) 

• LOWEST COST PER: THOUSAND OF 
ANY OTHER MEDIA IN THE MARKET' 



rOKWAK*. 



•NCS #2— Puis* Oct. '5t 

WTAD 

QUINCY, ILLINOIS v3? 

See iranham Co. National Representatives 



SPONSOR • 27 JUNE 1960 



51 



Capsule case histories of successful 
local and regional radio campaigns 



RADIO RESULTS 



FOOD 

SPONSOR: Symn-Shafer Mercantile Co. AGENCY: Direct 

Capsule case history: It is a rare occasion when a food 
supply and chain store operation becomes disturbed about 
a lack of radio support and insists that major food manu- 
facturers buy a specific station to offset product competition. 
However, the Symns-Shafer Mercantile Co. did exactly that 
when it asked many of the manufacturers whose products it 
handles to buy schedules on KXXX, Colby. Kansas. The sta- 
tion was selected because its coverage pattern "more than 
covers Symns-Shafer's area of distribution in Kansas and 
surrounding states, and the programing is geared to our sales 
in the region." said Bob Fitzhugh, secretary and manager of 
the company. His confidence in KXXX paid off. "Those 
food items that were promoted on the station jumped in 
sales. Vi e are one of the largest food brokers in this region, 
handling some 6,000 items, and it has been our experience 
that no other advertising has done as much good, or moved 
as much volume in our outlets, as the KXXX schedules." 



KXXX, Colby 



Announcements 



FARM PRODUCTS 

SPONSOR: Strawberry Advertising Comm. AGENCY: Direct 

Capsule case history: Local growers watched the sale of 
their strawberries increase from less than 1,000 crates a day 
to just under 6,500 in the New Orleans market alone, at the 
peak shipping season, through the efforts of George Shan- 
non, WWL's farm director. Although an important part of 
the area's agricultural economy, the New Orleans market 
was unaware of the local berry season or the fine quality of 
these berries. Growers simply had no demand and buyers 
could name their own prices. Shannon, working with the 
executive secretary of the Strawberry Advertising Commis- 
sion, helped create a whole new market in New Orleans. He 
traveled, wrote copy, collected money and even delivered 
berries. WWL was the only radio station used in New 
Orleans and the original expenditure was only S1,000. To- 
day, two years later, the farmers represented by the Straw- 
berry Advertising Commission are so satisfied by results of 
the radio campaign they have increased the budget 20-fold. 
WWL, New Orleans Announcements 



TIRES 

SPONSOR: Goodyear Service Store 



AGENCY: Direct 



Capsule case history: Goodyear Service Store of La 
Crosse. Wisconsin, bought a schedule of announcements on 
WKBH, also of La Crosse, to promote its "Hog Wild Sale" 
on farm tires. According to I. E. Stratton, store manager 
for Goodyear, WKBH was used for two primary reasons: 
"One, we had to have a strong signal to reach the large 
farm area. Two, Jack Martin, the station's farm director, 
is practically Mr. Farmer in this area, and I know that he's 
must listening for the farm families surrounding La Crosse." 
"hortlv after the campaign got under way, customers came 
from not only La Crosse, but from Sparta, Ettrick. and 
Bangor Other business was attracted from Iowa border 
t'wn such as Hokah and Rushford as well as Minnesota 
munities. "It's seldom that any source of advertising can 
inpointed for the success of a retail promotion," Stratton 
ui 'but I feel that WKBH was mostly responsible." 

far plans to use WKBH in its next special promotion. 
>S"KBII, La Crrpsse Announcements 



AUTOMOBILES 

SPONSOR: Costello-Kunz Ford AGENCY: Wm. F. Geisz 

Advertising 

Capsule case history: Since Costello-Kunz Ford decided 
to drop its advertising in both St. Louis papers in favor of 
WIL, the auto agency has moved from a relatively obscure 
position in the market's Ford Dealer's organization to the 
No. 1 position in 10 months. Now in its 18th month on WIL, 
sales have tripled with a saturation approach: a weathercast 
every half hour, day and night, around the clock, seven days 
a week. This nearly 8100,000 annual buy constitutes 100% 
of its advertising, and has proven to be the most effective 
and profitable way of selling its cars in St. Louis. The 
saturation concept began when Costello-Kunz, together with 
WIL, staged a Calvalcade Parade of 100 new cars, which 
the station covered as a special promotion. WIL followed t 
the Cavalcade from the time it hit the Missouri state line, 
right to the C-K showrooms. Use of saturation on WIL dur- 
ing this period sold C-K and its agency. Wm. F. Geisz, on 
radio, and the advertising was switched completely to V IL. 
WIL, St. Louis Weathercasts 



SPONSOR • 27 JUNE 1960 




128,654 WWDC homeowners 
own stocks or bonds... 33.6% 
above the total sample 

Washington, D.C. average* 
A sizable market in which 
to make your investment! 

*PULSE Audience Image Study— July, 1959 

WWDC 

. . . the station that keeps people in mind 

WASHINGTON, D.C. — REPRESENTED NATIONALLY BY JOHN BLAIR & CO. 

And in growing Jacksonville, Fla.—it's WWDC-owned Radio WMBR 
• 27 june 1960 





reason 
why 



SPONSOR 



tops all 

im partial broadcast 
trade paper 
surveys of 
agency /advertiser 
readership 



six out of 

every ten copies of 

SPONSOR 

go to 

readers 

who buy 

or influence 

the buying of 

radio/tv time. 

SPONSOR 
is written 

for them. I 
through 

SPONSOR 

they get 

what they need 
to keep f ully 
posted every week. 








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. . . the First All-New TV Studio Camera in 8 Years! 



RCA's new monochrome television camera Type TK-12 is new in every sense of the word 
. . . including startling new improvements in picture quality, significant new savings in 
operating costs and manpower, new features that help you sell ! 

4- '/a INCH IMAGE ORTHICON. This new camera uses a larger image orthicon picture 
tube— 4 ] 2 inches in diameter. The 50 per cent greater tube size makes it possible to obtain 
far better picture detail than has been possible before. 

FUNCTIONAL STYLING. A "new look" to identify this camera with the "new 
picture" has been given the TK-12, in the form of a distinguishing keystone shape. 
Functional in advantage, too, it provides space for an 8y 2 inch view finder instead of 
the usual 5 or 7 inch. 

NEW SAVINGS IN OPERATION. High stability and reliability coupled with a 
brand new control concept, permit a single video operator to handle as many as six cameras. 
For the normal run he need be concerned with only two operating controls per camera. 

ONE MINUTE WARM-UP. Camera set-up is the easiest ever! Turn it on and in one 
minute the picture is there. Quality pictures "snap in" each time you turn on camera. 

THE BEST PICTURE IN TOWN! The extremely sharp picture, the beautiful rendition 
of gray scale and freedom from halo effect make this camera ideal for both "live" broadcast 
and TV tape recording. 




Ri A Rti'i'« »t ntat n for complete 
. Or wrin to R< A, Broadcast 
T w i E i ih t I'ivwion Pept. 
-6 Big Camden. X.J. 




The Most Trusted Xame in Electronics 

RADIO CORPORATION OF AMERICA 



What's happening in U. S. Government 
that affects sponsors, agencies, stations 



WASHINGTON WEEK 



27 JUNE I960 

Copyright I860 
SPONSOR 
PUBLICATIONS INC. 



Sen. Warren Magnuson, chairman of the Senate Commerce Committee, which 
handles all FCC matters except appropriations, put on his other hat and had things 
so confused it seemed unlikely they would ever be straightened out. 

Under his other hat, Magnuson is chairman of the Senate Appropriations subcommittee 
which handles the FCC money requests. The trouble is that the Washington Democrat's en- 
tire personality seems to change with a hat change. 

As chairman of the Senate Commerce Committee, Magnuson takes a dim view of 
things uncovered by the Harris House Commerce Legislative Oversight subcommittee. He 
chides the FCC and notes that the Senate subcommittee under John Pastore knew about such 
things as payola all along, and says the only reason his group isn't probing is because it 
would duplicate Harris' work. 

He demands to know why the FCC is asleep at the regulatory switch, why they aren't 
getting out and seeing what these stations are doing, and why they don't ask his Appro- 
priations subcommittee for more money if they need it. 

That was before he switched hats. FCC chairman Frederick Ford took his request 
to the other Magnuson, involving $300,000 for added staff for the new Complaints and Com- 
pliance Division. Thi9 division was set up to do what the first Magnuson asked. 

Appropriations Magnuson thereupon expressed great horror at the possibility 
of censorship, and issued a statement to the effect that his subcommittee had disallowed 
every last dime for the new division. He said the FCC was being given $200,000 to ex- 
pand what it already had going, but just to check "technical and legal compliance" of broad- 
casters. 

The only trouble was that the report was in complete contradiction to this Magnuson 
statement. It carried no prohibition against the new division, but merely a warning that the 
money was not to be spent for anything approaching censorship. The FCC insisted 
that the new division didn't have censorship on its collective mind. 

The broadcasting industry was grateful for Magnuson's intervention to bal- 
ance the attacks coming from the Harris subcommittee. However, the industry could 
have hoped that before he came to the rescue with the chips very much down, the Washington 
Democrat would not have fanned the flames with so many critical statements com- 
pletely opposed to the final action he took. 

Nor did it appear that the belated Magnuson change of mind could affect the final result. 
The FCC appeared to have gone too far to change now, barring direct legislative action. The 
Harris committee is still pushing from the other side, and they are pushing legislation rather 
than words. 

It was hoped that the Appropriations Committee report could be changed to bring it into 
line with the Magnuson statement or, at the least, that legislative history could be made either 
on the floor of the Senate or in the Senate-House conference. Barring such clarification, 
there will be no interpreting anything. 

Even if the action could be clarified, it would still leave the new FCC watchdog division 
in a legal morass. Congress may withhold lunds for any activity, but it violates the execu- 
tive-legislative separation by telling the departments how they must organize to carry out ac- 
tivities. 

There would be nothing to stop the FCC from surface compliance on a voluntary 
basis, even though not compelled to comply. The division could be erased and the duties con- 
templated could still be accomplished through the predecessor branch. 

The Commissioners are boiling, but inwardly. They are determined to continue on the 
path of holding broadcasters to promises made on their applications. 



SPONSOR • 27 JUNE 1960 



57 



Significant newt, trends in 

• Film • Syndication 

• Tape • Commercials 



FILM-SCOPE 



27 JUNE I960 
Owyrliht 1990 
SPONSOR 
U8LI CATIONS INO, 



There's a new animation process using high-volume automation techniques 
which might well crack open the whole price structure for this type of programing. 

The producer — keeping the whole thing under wraps while deals for 1961 are being ne- 
gotiated — claims he can make tv half-hours for $45,000. 

Compare this to §75,000 Terrytoons is reportedly spending to make Fearless Fosdick 
and to $63,000 by Screen Gems for The Flintstones. 

(For story on animation's growth in network and syndicated programing for 1960-61, see 
p. 43, this issue.) 



Screen Gems' Manhunt has rolled up second year renewals on three region als 
and to 67 of its station buyers. 

The three, covering a total of 36 markets, are these: 

1) Drewrys Beer (MacFarland, Aveyard) expanding from eight to 16 cities. 

2) Genesee Beer (McCann & Marshalk) in 10 upstate New York markets. 

3) Miles of California (Wade) for Alka-Seltzer in 10 West Coast cities. 

Station renewals include WNEW-TV, New York; WSB-TV, Atlanta; WTVR, Richmond; 
WDSU-TV, New Orleans; KLZ-TV, Denver, and KPHO-TV, Phoenix. 



Ziv-UA has already found an alternate week advertiser in 26 of the 53 Ameri- 
can Tobacco markets for Lock-Up's second year. 

This week's tally of second year sales: 82 markets in all. (For details, see FILM WRAP- 
UP, p. 69.) 



You can put down Screen Gems' animated Quick Draw McGraw in national 
spot for Kellogg's as another ratings winner put together by the same combination 
that created 1960 Emmy-winning Huckleberry Hound a season ago. 

Quick Draw McGraw led or tied its time period in 33 of 38 markets in Jan.-Feb. 1960 or 
last previous ARB reports, earning an unweighted average of 16.4. 

Kellogg's success using national spot — and its renewal of Quick Draw McGraw for a sec- 
ond year in 1960-61 — capitalizes on the fact that syndication time shortages haven't touched 
early evening time in the 5 to 7 p.m. zone, where it has been able to get good half hours. 

In these 20 top markets Quick Draw McGraw drew an average 2.5 viewers per set and 
more than one-fourth of its audience was adult. 



CITY 


RATING 


CITY 


RATING 


Atlanta 


19.0 


Los Angeles 


13.3 


Baltimore 


17.5 


Milwaukee 


15.8 


Boston 


16.1 


Minneapolis 


14.1 


Chicago 


14.7 


New Orleans 


12.4 


Cincinnati 


26.3 


New York 


18.0 


Columbus, 0. 


22.5 


Philadelphia 


6.2 


Dallas-Ft Worth 


14.0 


Pittsburgh 


12.4 


Detroit 


19.3 


San Francisco 


13.6 


Indianapolis 


23.0 


Seattle-Tacoma 


19.2 


Kansas City 


27.9 


Washington, D. C. 


19.3 



sponsor • 27 JUNE 1960 



FILM-SCOPE continued 



The o&o's of two networks made important purchases of theatrical film this 
week. They are: 

• CBS' WCBS-TV, New York, and WCAU-TV, which each purchased a group of 13 Co- 
lumbia feature films, including seven post-1955's, from Screen Gems. 

• WABC-TV, New York, which picked up a group of 135 animated cartoons including 
several Oscar winners from MGM-TV. 

Incidentally, MGM-TV reports that it has made about 25 station sales of the cartoon 
package, worth approximately SI million. 

CNP has six or eight shows on the drawing boards for new production. 

Three have already found buyers: Lawless Years, renewed for a second year on NBC TV 
by Alberto Culver; Blue Angels, sold in a major regional to Conoco, and R.C.M.P., also al- 
ready in syndication. 

Two of the shows are for children : Henry and His Claymates, and The Funny Manns. 
The others are the Jim Backus Show, a newspaper comedy, and two untitled shows, a 
western with a documentary twist and a police adventure series. 

NTA sold to 50 stations Assignment: Underwater, its new adventure series. 
Like Third Man, which NTA sold only after all 39 episodes were completed, Assign- 
ment : Underwater has completed production on 29 episodes. 




COMMERCIALS 




Benton & Bowles has discovered that the best way of perfecting a commercials 
testing technique may still be the trial and error method. 

The pragmatic approach of advertising research director Arthur H. Wilkins led to a new 
measuring system, BPV (brand preference value). 

The problem was to steer clear of the two extremes of testing: the forced attention of 
theatre screenings and the statistical vagaries of uncontrolled telephone checks. 

Here's how B&B worked out the problem, step by step. 

First they phoned women at random on coffee preferences and asked about the shows 
(and hence commercials) they'd been watching, but the correlation was still vague. 

Then they recruited 900 viewers for two afternoon programs containing Pledge 
commercials, using a third group as a control. 

When this improvement still lacked sensitivity, they added a before-and-after feature 
in testing Pepto-Bisnial spots. A recall study, also tried, was later dropped. 

Finally, B&B recruited Hooper to make 2500 before-and-after interviews in 30 three- 
channel cities, and made these observations: 

• One commercial for a phonograph was good (BPV 18) and another for a detergent was 
fair (BPV 9.5). 

• Two other commercials were poor, a tv set (BPV 2) and a cigarette (BPV zero). 
Very healthy is B&B's skepticism on the BPV method; says Wilkins, "We will not know 

until we use it many times more precisely what its limitations are." 

International Video Tape Recording and Production, Inc. of Beverly Hills will 
take delivery of $350,000 worth of Ampex equipment shortly. 

Besides two Ampex recorders, four Marconi cameras, and switching effects equipment, 
the order includes Inter-Sync units and a mobile vehicle. 

Furthermore, International will have a 40 ft. amphibious cruiser for off-shore tape work, 
and by the end of the year expects to have its second company, Electronic Video Tape Sys- 
tem, in operation as a copying and editing organization with two mobile units housing a 
total of five Videotape recorders and their accessories. 



SPONSOR • 27 JUNE 1960 



59 



A round-up of trade talk, 
trends and tips for admen 



SPONSOR HEARS 



27 JUNE I960 

•PONMR 
■ LI CATION* INC. 



There's much restlessness in an account way among the three kingpins in the 
cigar field: General Cigar (Y&R), Bayuk (Feigenbaum & Werner) and Consolidated Cigar 
(EWR&R). 

The cause: sales are at an all-time high (5% ahead of the previous year), but cigars 
are making no progress as to share of the whole tobacco business. 

Because of the quest for a new sales approach two of the top three cigar companies are 
said to be susceptible to agency persuasion. 



It now turns out that the barter deal which put the Hartford Fire Insurance Co. 
on 1,300 radio stations (see 11 June SPONSOR-SCOPE) was recommended, negotiated 
and contracted for by McCann-Marschalk. 

In fact, the barter gimmick had been used by a McCann-Erickson account, National 
Biscuit Co. 

The pay-tv experiment in Toronto has come under close scrutiny of American 
admen. Several of the major agencies on this side are having people out of their tv depart- 
ment fly up periodically for observation and appraisal of the test. 

Like all competitive research you pays your money and takes your choice. 
Example: Nielsen says the average home can watch 5.7 stations, whereas ARB 
sets the average at four stations. 

Of course, what they call "able to watch" leaves room for definition. 

One of the big drug and food advertisers — known for its knack for sharp media buying — 
will likely pull one of its divisions out of an old-line agency because of a differ- 
ence over buying tactics. 

The account favors exacting concessions and deals particularly when it comes to new 
network shows, but the agency is inclined toward playing the sure thing rather than 
hunting for bargains. 

The shifting sands and hats in this business can pose some odd luncheon combina- 
tions. 

Witness this one at the Harvard Club in New York last week: Leonard Goldenson 
and Ollie Treyz with Jack Van Volkenburg (ex-CBS) and Tom McAvity (ex- NBC), now 
among the top network buying spirits at McCann-Erickson. 

The tv networks might find food for thought in this comment by a salient agency 
media director on the various plans being initiated re daytime: 

"Instead of offering all kinds of fancy discounts and bonuses, the networks might do 
much better to readjust the rates." 



An account away up in the millions which not so long ago changed agencies 
is up to its old routine in the new shop: nepotism. 

Plenty relatives of the account's upper echelon have been put on the new agency's pay- 
roll. Apparently client people want to keep them out of their own hair. 



SPONSOR • 27 JUNE 1960 



By Any Yardstick 



the big on 



Takes the Measure 



WKRGW 

CHANNEL 5 MOBILE, ALA. 

Call Avery-Knodel, Representative, 
or C. P. Persons, Jr., General Manager 




SPONSOR • 27 JUNE 1960 



- 

a w» o 



» » a M W 

• * W M 

• • U W 
• 

* « «i 4* W 

* t a w w 




p 



ETERS 



OOBWABD, urn 






WCHS-TV 

WIS-TV 

WLOS-TV 

WFGA-TV 
WTVJ 
WSFA-TV 
WSIX-TV 
WDBJ-TV 



EAST, SOUTHEAST 

WW J -TV Detroit 

WPIX New York 

WTTG Washington 

WCSC-TV Charleston, S. C. 

Charleston— Huntington, 
Ashland 
Columbia, S. C. 
Greenville, Asheville, 
Spartanburg 
Jacksonville 
Miami 

Montgomery 
Nashville 
Roanoke 



CHANNEL PRIMARY 



11 

5 



NBC 
IND 
IND 
CBS 



10 



ABC 
NBC 



13 ABC 
12 NBC 
4 CBS 
12 NBC-ABC 
8 ABC 
7 CBS 



WHO-TV 
WOC-TV 
WDSM-TV 
WDAY-TV 
KMBC-TV 
WISC-TV 
WCCO-TV 
WMBD-TV 
KPLR-TV 
KARD-TV 
KFDM-TV 
KRIS-TV 
WBAP-TV 
KENS-TV 



MIDWEST, SOUTHWEST 

Des Moines 

Davenport— Rock Island 
Duluth— Superior 
Fargo 
Kansas City 
Madison, Wise. 
Minneapolis— St. Paul 
Peoria 



St. Louis 
Wichita 
Beaumont 
Corpus Christl 
Fort Worth-Dallas 
San Antonio 



13 NBC 
6 NBC 
6 NBC-ABC 
6 NBC-ABC 
9 ABC 
3 CBS 
4 CBS 
31 CBS 
11 IND 
3 NBC 
CBS 
NBC 
NBC 
CBS 



MOUNTAIN AND WEST 



KBAK-TV 
KBOI-TV 
KBTV 
KGMB-TV 

KMAU-KHBC-TV 

KTLA 
KRON-TV 
KIRO-TV 



Bakersfield 
Boise 
Denver 
Honolulu 

Hawaii 

Los Angeles 
San Francisco 
Seattle— Tacoma 



29 
2 



CBS 
CBS 
ABC 
CBS 



IND 
NBC 
CBS 



' r Station Representatives Since 1932 

ETH'.RS, Ci HIRFIN, WOODWAUD, inc. 



CHICAGO DETROIT HOLLYWOOD BOSTON 

ATLANTA DALLAS FT. WORTH SAN FRANCISCO ST. LOUIS 



U.S. STEEL 

(Continued from page 47) 

viduals from all income brackets, 
ranging over-all slightly higher than 
average. Perhaps one reason that the 
show has retained its sizeable audi- 
ence over the years is that Steel al- 
most never runs a repeat. 

The Steel Hour has a flexible for- 
mat in terms of the nature of the ma- 
terial available for presentation. This 
flexibility permits the show to ride 
the crest of trends. The play format 
also permits Steel to hire big-name 
stars, without being at the perform- 
er's mercy, as occasionally happens 
in a star series. Sooner or later, the 
company estimates, 70% of all tv 
homes tune in the show. Significant- 
ly, in a study prepared by Trendex 
late in 1958, 71.3 % of the people in- 
terviewed identified the United States 
Steel Co rp. as the program sponsor. 

In general the two-and-a-half min- 
ute p.r. commercial is scheduled dur- 
ing the first act break, followed by a 
two-and-a-half minute sales message 
between acts two and three, and a 
final one-minute sales message at the 
end of the show. Steel strategists say 
that there is no particular reason for 
placing the sales message after the 
p.r. story, however it may be pointed 
out that the climax of a three-act play 
usually occurs at the end of the sec- 
ond act, and is apt to be a time of 
heightened viewer attention. 

The chief job of the p.r. commer- 
cials is to educate. The company dis- 
covered that people who were hostile 
to U. S. Steel were usually misin- 
formed about the corporation and its 
functions. The commercials deal 
mainly with a justification of Steel's 
size ("it takes a big company to do 
a big job"), explain the company's 
place in the United States economic 
system, talk about research and pro- 
ductive efficiency, and showcase the 
organization in its community and 
employee relations. Animation, the 
H light touch, and news immediacy 
have been most effective solutions. 
The objective of the sales commer- 
! cials is to build an acceptance and 
preference for products made of steel 
(see chart p. 47). This includes 
housewares, soft drinks in cans, ma- 
jor appliances, building products, 
\ steel football stadiums, etc. These 
sales messages perform dual func- 
tions — selling the consumer on steel, 
1 and acting as merchandising tools for 
Steel's customers. ^ 




MARCH ARB CONFIRMS WNEM-TV'S DOMI- 
NANCE IN BAY CITY-SAG IN AW-FLINT AREA 

WNEM-TV is 1st in Eastern Michigan 
in Homes Reached 

•ARB Avg. 
Homes Reached 



WNEM-TV 59,400 

Flint Station A 43,000 

Lansing Station A 29,500 

Lansing Station B 15,800 

Saginaw Station A 9,800 



Now! It's Official! 1960 Census figures, just released, 
firmly establishes the city of Flint as Michigan's second 
City with a population of 194,940. All surveys prove 
WNEM-TV is number one in Flint! 



In the SAGINAW 
BAY CITY 

Metro Area, WNEM-TV nearly doubles the 
audience of its closest competition . . . 



*ARB 

SHARE 
OF AUDIENCE 

(March, 1960) 
9:00 am— 12 Mid. 
Sun.-Scrt. 

WNEM-TV 

52.1 
Flint Station A 
30.6 

Saginaw Station A 
11.9 



SEE THE MARCH ARB FOR 
WNEM-TV'S DOMINANCE IN: 

• Late Night News 

• Syndicated Programming 

• Quarter-Hour Leadership 



WNEM-TV 



serving 
FLINT • SAGINAW 



BAY CITY 

S3) ^ 009 




I 

| SPONSOR • 27 JUNE 1960 



65 



AGENCIES 



NEWS & IDEA 

WRAP-UP 




LIBERTY BELL AWARD for outstanding 
public service programing, is presented to 
Westinghouse Broadcasting pres. Don Mc- 
Gannon (r), by Bob Pryor, v.p. WCAU-TV, 
Philadelphia, for Tv-Radio Advertising Club 




JUMPIN' D.J. Carl Reese, popular mid- 
morning host on WERE, takes time out at 
Cleveland's 'Bounce-A-Bit' playground to 
demonstrate his skill on the trampoline 
with playground's supervisor Beverly Junker 



TAKING FORTY, this tuckered-out toddler 
st' ' manages to give the WTAR (Norfolk) 
message via upright balloon. The occasion: 
No fo k's foreign car show which was attend- 
ed b several of the station's personalities 

66 




A delegation from the Fitzgerald 
Agency, New Orleans, spent last 
week in New York listening to 
invited pitches from the three tv 
networks. 

The account in contest: Wesson 
Oil, probably worth about SI. 5 mil- 
lion in network billings. Last year it 
spent around this in spot tv. 

It may be a sign that the new con- 
troller of Wesson, Hunt Foods, is al- 
so coming back to the medium. 

Agency appointments: Shell Oil 
Co., billing $15 million, from JWT, 
to Ogilvy, Benson & Mather 
. . . The Remington Rand division of 
Sperry Rand Corp., for the Portable 
Typewriter division, to Compton . . . 
Mead Johnson & Co., (consumer ad- 
vertising) for its new weight control 
product, Metrecal, to Kenyon & 
Eckhardt . . . Chrysler Corp.'s In- 
ternational advertising, billing an es- 
timated $7-10 million, to BBDO and 
Y&R. (For details see Newsmaker of 
the Week, page 8) . . . The John E. 




TREASURE HUNT, annual Crown Stations 
contest and party, drew over 250 advertising 
and agencymen in Hollywood this year. 
Above: Al Flor. EWWR, first-prize car 
winner. Other prizes were tv color sets 

SPONSOR • 27 JUNE 1960 



J 



Pearson Co., station representatives, 
to Allston, Smith & Somple, 
Greenwich, Conn. 

Merger consummated: Stockhold- 
ers of Anderson & Cairns and James 
Thomas Chirurg Co. last week form- 
ally approved a merger. Effective 1 
July, the merged agency, Chirurg 
& Cairns, will have combined bill- 
ings of approximately $11 million. 

New officers: John Cairns, chair- 
man of the board; James Chirurg, 
vice chairman; Wallace Shepardson, 
president; Thomas Vohs, executive 
v.p. and manager of the New York 
office; Gilbert French, treasurer; and 
Ruth Gaeta, treasurer. 

Leaving: The Standard Oil Compa- 
ny (New Jersey) institutional, is ter- 
minating its relationship with Ogil- 
vy, Benson & Mather. The agency 
this week was awarded the Shell Oil 
account (see above). 

Admen on the move: Kcnsinger 
Jones, to senior v.p. and creative 
director of Campbell-Ewald . . . Al- 



bert Remington, named assistant to 
the president of D. P. Brother & Co. 
. . . Ben Migdow, to executive v.p. 
and secretary of M. M. Fisher Asso- 
ciates, Chicago . . . Francis Sum- 
mons, to v.p. and director of pub- 
licity and public relations, and 
Thomas Hanlon and Albert Reib- 
ling, to assistant v.p.'s at Ted Bates 
& Co. . . . Joel Martin, to marketing 
v.p. of Edward H. Weiss & Co., Chica- 
go .. . Jerome Cowen, to v.p. and 
account supervisor at K&E . . . Paul 
Kenny is no longer at K&E. He had 
been v.p. and associate media direc- 
tor there. 



ADVERTISERS 



Brown & Williamson today kicks 
off a hefty ad campaign — the 
bulk of it in tv — for its new 
tobacco-filter brand, Kentucky 
King (Ted Bates). 

The revolutionary filter will use 
four network tv shows — The Texan, 
Wanted — Dead or Alive, Colt .45 and 
Wednesday Night Fights — and spot tv 
in 56 markets. 



Campaigns: 

• Scott Paper Co. (Ketchum, 
MacLeod & Grove) is maintaining a 
heavy tv schedule for the summer 
months. Their schedule includes al- 
ternate week sponsorship on Father 
Knows Best, in the evening, and 
December Bride, House Party, The 
V erdict Is Yours, and Secret Storm 
(daytime), all CBS TV. Plans are 
for one-minute crossplug commer- 
cials on non-sponsored weeks. (See 
SPONSOR-SCOPE for Scott pre- 
Fourth biltz.) 

• Clay Franklin, manufacturers 
of Caltrol, a diet preparation, is 
mapping out a §200,000 national cam- 
paign to introduce their product. 
Kushins, Anderson & Takaro, X. Y., 
the agency assigned to radio and tv, 
scheduled test runs in these markets: 
Atlanta, Birmingham, Columbus, Mil- 
waukee, New Orleans, San Diego, 
Pittsburgh, Youngstown, Erie, Syra- 
cuse, Salt Lake City, Rochester, and 
San Francisco. 

Thisa 'n' data: B. C. Remedy 
celebrating its 50th anniversary . . . 



TALENT SEARCH is on for third annual Grand O/e Opry contest, offering first prize winner 
recording contract and chance to appear on program. Listening to entry tapes (l-r): show's 
writer-producer Cliff Thomas; WSM (Nashville) prog. mgr. Ott Devine, gen. mgr. Bob Cooper 





OLDEST WITH RADIO is this 1926 Model 
'T' Ford owned by Robert Beatty, Jr. (e), 
Richmond station WRVA found in its recent 
contest. Helping lucky winner to celebrate 
are station's Lee Wicker (I), Sue Patterson 

67 




FTC note: Standard Brand?* Blue 
Bonnet oleomargarine, and agency 
Bate*, will abide by the Commis- 
sion 5 order to stop using misleading 
pictorial demonstrations and its '"Fla- 
vor Gems" descriptions in the mar- 
garines tv commercials. 

Strictly personnel: At B. T. Bab- 
bitt; Michael P. Frawley to presi- 
dent. Alfred I. Schimpf to chairman, 
and John W. Sugden to executive 
vice president . . . Howard Medi- 
ci Jr. joins the Rival Packing Co. 
as merchandising and sales promo- 
tion manager. 



ASSOCIATIONS 



A new approach for deciding 
how much to spend for adver- 
tising was released last week in 
a study by the Association of 
National Advertiser*. 

Among the topics it illustrates is 
how the level of company advertising 
required to attain a given marketing 
objective in a given time period will 
depend on: 

1) the company's current market- 
ing position. <2"l the level of competi- 
tors' advertising expenditures, and 
{3 ) the relative effectiveness of the 
company 's advertising expenditures. 

News from the NAB this week 
included : 

• Approval by the Radio board 
of directors for '"sweeping" changes 
in the industry's radio code organiza- 
tion. 

• An outline by Clair MeCol- 
lough of a series of new projects by 
the TIO to develop better public un- 
derstanding of tv's contributions to 
American life. These include monthly 
bulletins distributed to educational, 
religious and civic organizations des- 
cribing the public service program 
scheduled for telecast: a book pub- 
lished based on local public service 
programs of 200 tv stations: and a 
series of lectures open to New ^ ork 
teachers on tv today. 

• A report by Tv Code Review 
Board chairman E. K. Hartenbow. 
er on how the tv industry, through 
direct dealings with Hollywood and 
New York program producers and 
through monitoring programs on the 
air. is meeting the "problem of sex 
and violence in programing. ' 



Mark the calendar: 
27 June-1 July: Fir-t Advertising 
Agency Croup conference, Tropi- 
canna Inn. Dallas. 
29 June-1 July: \ irginia Associa- 
tion of Broadcasters annual meet- 
ing. Cavalier HoteL ^ irginia Beach. 

19- 20 July: Idaho Broadcaster* 
Association convention. Sandpoint. 
Ida. 

20- 24 July: American Federation 
of Tv & Radio Artists convention. 
Shoreham HoteL Washington. D. C. 
24 July-5 August: AFA second 
management seminar in advertis- 
ing and marketing. Harvard Busi- 
ness School. Boston. 

They were elected officers of: 

Kansas Association of Broad- 
casters: president. Thad Sandstrom, 
WIBW. Topeka: v.p., Fred Conger, 
KWBW. Hutchinson: secretary-trea- 
surer. Max Falkenstien. WHEN. To- 
peka. 

American Women in Radio & 
Tv. New ^ ork Cityi president. 
Mary Walker. Taylor- Walker Associ- 
ates: 1st v.p.. Aileen PauL free lance 
tv food consultant: 2nd v.p.. Jean 
Richter, Radio Liberty: correspond- 
ing secretary. Cappy Petrash, NBC; 
recording secretary. Sandra Pizer, 
CBS: and treasurer. Alice Cook. 
WPIX. 

Holly wood Ad Club: president, 
Stanley Spero, KMPC: other officers 
are George Allen, Guild Bascom & 
Bonfigli. and Robert Light. Southern 
California Broadcasters Association. 

AWRT. Kansas City: president. 
Florence CyheL Potts-Woodbury : 
treasurer. Shirley Smith, WDAF: v.p., 
June MitchelL Tv Guide: secretary, 
Beverlv Gibson. Fennell & Gibson 
Associates. 

Broadcasting Executives Club 
of New England: president. Rich- 
ard Keating, the Boiling Co.: 2nd v.p., 
Thomas Gorman, WEEI: secretary. 
Alice LiddelL K&E: 1st v.p.. Franklin 
Browning Jr.. Badger. Browning & 
Parcher: and treasurer. Myron East- 
wood Jr.. Hoag & Provandie. 

South Dakota Broadcasters As- 
sociation : president. Bill Johnson. 
KYNT. Yankton: v.p.. Helen Duham- 
mel. KOTA. Rapid City: to the board 
of directors. Fred Walgren. KOBH, 
Hot Springs. 

FM Broadcaster* Association 



sponsor • 27 joe 1960 



of Southern California: president, 
Benson Curtis, KRHM-FM; v.p., Ar- 
thur Crawford, KCBH-FM; secretary, 
Bj Hamrick, Western FM Broadcast- 
ing; and treasurer, Jean Carpenter, 
KHOF-FM. 

Southern California Broad- 
casters Association : chairman, Cal- 
vin Smith, KFAC; vice-chairman, 
Charles Hamilton, KFI; secretary, 
Herb Comstock, KAVL; and treasur- 
er, Ernest Spencer, KW1Z. 

Western States Advertising 
Agencies Association : president, 
Carl Falkenhainer, of the agency 
bearing his name; 1st v.p., Bill Boyl- 
hart, Boylhart, Lovett & Dean; 2nd 
v.p., Earl Culp, of the agency bearing 
his name; and secretary-treasurer, 
Don Jenner, of the agency bearing 
his name. 

Florida Association of Broad- 
casters: president, Lee Ruwitch, 
WTVJ, Miami; v.p. for radio, Joseph 
Field, W1RK, West Palm Beach ; and 
v.p. for tv, Fred Shawn, WSUN-TV, 
St. Petersburg. 

They were also elected : Thomas 
Bostic, Cascade Broadcasting, elected 
chairman and Merrill Lindsay, Il- 
linois Broadcasting, vice chairman of 
NAB's Radio Board of Directors . . . 
Joseph Baudino, WBC, and Rob- 
ert Richards, Richards Associates, 
to board chairman and president, 
respectively, of the Broadcasters Club 
of Washington . . . W. W. Warren, 
KOMO, Seattle, to board chairman 
of the Washington State Association 
of Broadcasters . . . Ken Hastie, 
WMT, Cedar Rapids, to president of 
the Iowa Broadcasters Association . . . 
L. Berkley Davis, G.E., to president 
of the Electronic Industries Associa- 
tion . . . Vincent Wasilewski and 
Howard Bell, to v.p.'s of the NAB. 

Deceased: Frieda B. Hennock, 

former FCC commissioner. 



FILM 



Video tape has taken a place 
shoulder-to-shoulder with film as 
a broadcast recording medium 
for history in the making. 

The famous tv tape recording of 
the Moscow debate between Soviet 
Premier Khrushchev and Vice Presi- 
dent Nixon has been presented in its 
original to the Library of Congress 
by the Ampex Corporation. 



Last July the tape was seen in this 
country on all networks within 36 
hours of the actual event. 

Sales: NTA's Assignment: Under- 
water to stations in Los Angeles, 
Minneapolis, Schenectady, Tampa, 
San Diego, Jacksonville, Chicago, 
Salt Lake City, Albuquerque, Colo- 
rado Springs, Phoenix, Honolulu, El 
Paso, Miami, Columbus (Ohio), New 
Orleans, Indianapolis, Portland 
(Ore.), Seattle, and Spokane . . . 
Drewrys Beer expands regional buy 
of Screen Gems Manhunt to 16 mar- 
kets, including Chicago, Detroit, To- 
ledo, Indianapolis, Fort Wayne, South 
Bend, Terre Haute, Cadillac, Cedar 
Fapids, and Kalamazoo . . . CBS 
Films' Robert Herridge Theater sold 
to KCOP, Los Angeles. 

# 

International sales : ABC Films has 
sold Wyatt Earp, The Rebel, People's 
Choice, and Real McCoys to Procter 
& Gamble Ltd. for selective market 
programing in Canada. 

More sales: Ziv-UA's advertisers 
sharing alternate weeks of Lock-Up's 
second year with American Tobacco 
include Ragu Packing on WHEC-TV, 
Rochester; E. W. Edwards and Sons, 
WSYR-TV, Syracuse, and Child's Big 
Chain Stores (Bozell & Jacobs) on 
KLTV, Tyler, Texas; other advertis- 
ers include Morris Plan Savings As- 
sociation (Wyatt) on WISH-TV, 
Minneapolis; Economy Food Center, 
WTVW, Evansville; Holland Dairy, 
KTTS-TV, Springfield, Mo., and Su- 
perior Dairy (Brooks Advertising), 
KTBC-TV, Austin. Stations buying 
Lock-Up also include KFYR-TV. Bis- 
marck; KMOT, Minot; KUMV-TV. 
Williston; KDIX-TV, Dickinson; 
WTVT, Tampa; KERO-TV, Bakers- 
field; KCSJ-TV, Colorado Springs- 
Pueblo, and KTVB, Boise-Nampa; 
stations which have alternate weeks 
open in American Tobacco markets 
include WTOL-TV, Toledo; KOB-TV, 
Albuquerque; WTOC-TV, Savannah; 
WBAL-TV, Baltimore; WRGB, Al- 
bany-Schenectady; WHDH-TV, Bos- 
ton; KYW-TV, Cleveland; WWJ-TV, 
Detroit; KFSA-TV, Ft. Worth; 
WICS-TV, Champaign; WXEX-TV. 
Richmond; KOTV, Tulsa; WTVC, 
Chattanooga; KTVT. Sioux City; 
WILX-TV, Lansing-Jackson; WICU- 
TV, Erie; WS FA-TV, Montgomery, 
and KPLC-TV, Lake Charles. 




KYWiswayup 
in Cleveland! 

Throughout tho diy, arary day In thi 
week, KYW delivers the largest adult 
audience of any radio station indere- 
land.* It's your No. 1 radio buy In 
Ohio's No. 1 mrrket. '•" i '" "»„ 
Represented by AM Radio Sales Co. 
Westlnghouse Broadcasting Co., Inc. 




©Q© 



SPONSOR • 27 JUNE 1960 



60 



Promotions: A National Education 
Association award to Donna Reed 
. . . Miss Klanging Kitty gave cash 
prize* to \AP 8mm home movie 
salesmen in a reeent contest. 

("ommerrialss John D. Held has 

joined Dancer-Fitzgerald-Sample as a 
tv commercial producer in New York 
. . . Joe Kyan to the engineering 
staff of Music Makers . . . Fred 
Raphael elected v. p. of client serv- 
ices and Robert C. W inkler elect- 
ed post production and related serv- 



ices v.p., both at Filmways . . . 
Wardell Gaynor, staff cameraman 
of Robert Lawrence Animation, has 
been elected president of Screen Car- 
toonist Guild. Local 841 . . . Sandy 
Semel joins Dancer-Fitzgerald-Sam- 
ple as tv commercials producer in 
New York. 

Strictly personnel: Arthur L. 
Manheinier appointed midwest man- 
ager of Trans-Lux TV . . . Mel Ep- 
stein will be MGM-TV's associate 
producer for The Islanders . . . Lloyd 



from a proud past 

comes a... 

FUTURE 
UNLIMITED! 




Everywhere you look in Montgomery 
you see progress. This new million 
dollar library-museum, which 
opened in September, 1959, is 
another fine example of this area's 
vast growth. Expansion means 
opportunity ... an opportunity to 
expand your sales in a million 
market. And WSFA-TV covers the 
area like no one else can. 

NBC / ABC MONTGOMERY - CHANNEL. 12 




Krause appointed eastern sales man- 
ager of UAA . . . Motion Picture Ex- 
port Association of America re-elect- 
ed all incumbent officers and also 
elected William H. Fineshriber, 
Jr., a v.p. . . . Trim Telefilm Service 
Corp. of 619 West 54th Street, New 
York, announces these elections and 
appointments: Arthur Cofod, presi- 
dent; Denny De Sio. operations 
v.p.; Mary Johnson, operations 
manager, and Raymond Crowe, 
treasurer-traffic manager. 



NETWORKS 



In a review of how the network 
has been doing audience-wise vs. 
the competition this October- 
April, CBS TV research says it's 
had the highest average of homes 
reached per minute. 

The figures it offers out of Nielsen: 



NETWORK 
. CBS TV 
N BC TV 
ABC TV 



HOMES CBS EDGE 
9,227,000 
7,945,000 +16 
7,845,000 +18 



4&- 



„ . , . . „ , _ ,„ „, . . . The Broadcasting Co. of the South 
Represented by Peters, Gnffin, Woodward, Inc. WS JyJ Co|(jmbiai So(jtn Carohna 



It also notes that it led the trio 
in terms of hours of viewing, with 
a gain of 2% for itself over October- 
April of the previous season, with 
NBC showing an increase of 4% and 
ABC, 2.6%. 

CBS reports it got the highest aver- 
age audience rating four nights of the 
week, NBC had two and ABC TV, one. 

Network tv sales and renewals: 
Allstate Insurance Co. (Burnett) 
joins Glenbrook Labs and American 
Tobacco in sponsoring The Thriller, 
new mystery series to bow on NBC 
TV Tuesdays, 9-10 p.m. during the 
1960-61 season . . . Gillette Safety 
Razor will sponsor NBC Radio & 
TV's two All-Star Baseball games 11 
and 13 July . . . Williamson-Dickie 
Mfg. Co. (FSR) will co-sponsor the 
PGA Tournament 23-24 July via CBS 
TV . . . General Mills (Knox Reeves) 
and Sandura Co. (Hicks & Greist) 
to participate in CBS TV's 1960 Sum- 
mer Olympic Games in Rome, 26 
August-12 September . . . Carter 
(SSCB) and Liggett & Myers 
(DFS). to co-sponsor the annual Pro 
Bowl game in Los Angeles 15 Janu- 
ary 1961 via NBC TV . . . Chemway 
Corp.. for its Lady Esther products 
(Cohen & Aleshire) to participate in 
three ABC TV daytime shows begin- 
ning this week. 



70 



SPONSOR • 27 JUNE 1960 



Network radio sales: NBC Radio 

lists 17 new advertisers, spending $1.5 
million, as signing to buy time on the 
network within the past 17 days. 

NBC TV reports nearly $20 mil- 
lion of daytime activity for May. 
The figure represents the total of 
new business and renewals. 

The breakdown: $7.2 million to 
new or additional business for 507 
quarter hours, and the remainder, 
representing 980 quarter hours, for 
renewals. 

Among the winners, this week, 
of the Emmy Awards bestowed 
by the National Academy of Tv 
Arts & Sciences were: 

Ingrid Bergman, most outstand- 
ing actress in The Turn of the Screw, 
NBC TV; Sir Laurence Olivier, 
best actor for The Moon and Six- 
pence, NBC TV. 

Rod Serling, for his writing of 
The Tivilight Zone series on CBS TV; 
Art Carney, for best humorous per- 
formance on V.I. P., NBC TV; Leon- 
ard Bernstein and the New York 
Philharmonic, on CBS TV, for mu- 
sic; Harry Belafonte as outstand- 
ing musical performer for Tonight 
With Belafonte, CBS TV. 

The Huntley-Brinkley Report, on 
NBC TV, for news; The Fabulous 
Fifties, CBS TV, for best variety pro- 
gram; Playhouse 90, CBS TV, for 
outstanding drama; Twentieth Cen- 
tury, CBS TV, for public affairs and 
education. 

Best actor in a series, Robert 
Stack, The Untouchables, ABC TV; 
best actress in a series, Jane Wyatt, 
Father Knows Best, CBS TV. 

A special Trustees' award went to 
CBS president Frank Stanton for 
his contribution to tv as "an arm of 
the free press." 

#■ 

New network affiliates at ABC 
TV: KBMB-TV, Bismarck, N. D.; 
WTVM, Columbus, Ga.; KV1P-TV, 
Redding-Chico and KVIQ-TV, Eu- 
reka, Cal.; and WJPB-TV, Fairmont, 
W. Va. 



RADIO STATIONS 



Esquire, Inc.'s radio and tv divi- 
sion this week acquired its first 
station — the nucleus of a proposed 
group. 

The first station: WQXI, Atlanta. 



The price paid the Roundsville group: 
$1.85 million. 

Barry Sherman is the managing 
director for Esquire in the operation 
of its broadcast properties. 

Ideas at work: 

• A contest to end all contests: 
KRAK, Stockton-Sacramento, is ask- 
ing listeners to write in, in 114 words 
(station's frequency is 1140 kc) or 
less their reasons for hating contests. 
Grand prize for this "I Hate Con- 
tests" contest is $1 million in authen- 



tic reproductions of Confederate 
money. 

• Endurance drive: D.j. Russ 
White, of KIMA, Yakima, Wash., 
has just finished the last leg of his 
40-day tour of the Northwest to pub- 
licize the Yakima Diamond Jubilee. 
The idea: White was sealed into his 
touring station wagon, and, during 
this 40-day period, doing all his sleep- 
ing and eating in the car. In each 
city, the speaker-equipped auto invit- 
ed passers-bv to attend the 75th an- 
niversary celebration in Yakima. 



Idaho Grows More Potatoes, But— 

WWW AREA 
CONSUMER- INCOME TOPS 
IDAHO'S BY 9%l 



NCS N*. 3 thowi that WWTV ha* 
daily circulation, both daytime and 
nighttime, in 36 Michigan i •untie*. 

WKZO-TV — GRAND RAPIDS-KAUMAZOO 
WKZO RADIO — KALAMAZOO-BATTLE CREDC 
WJEF RADIO — GRAND RAPIDS 
WJEF-FM — GRAND RAPIDS-KALAMAZOO 
WWTV — CADILLAC, MICHIGAN 
K01N-TV— LINCOLN, NEBRASKA 



True! People in Cadillac and Northern Lower 
Michigan— the WWTV, Cadillac coverage area- 
earn 9% more income than the entire population 
of Idaho.* 

So you see there's lots, lots more to Michigan 
than the Detroit, Kalamazoo and Grand Rapids 
markets— and WWTV covers all the rest worth 
having! WWTV has NCS No. 3 circulation, both 
daytime and nighttime, in 36 Northern Lower 
Michigan counties. NSI (November, 1959) for 
Cadillac-Traverse City shows that WWTV delivers 
more homes than Station "B" in 344 of 352 com- 
petitive quarter hours surveyed, Sunday through 
Saturday. 

Add WWTV to your WKZO-TV (Kalamazoo- 
Grand Rapids) schedule and get all the rest of 
outstate Michigan worth having. // you want it 
all, give us a call! 

'Annual Consumer Spendable Income (CSI) in II'IITV 
area is $971 million, and $937 million in Idaho. 




316,000 WATTS • CHANNEL IS • MS7' TOWI* 
CIS and ABC In CADILLAC 

Serving Northern Lower Michigan 

Averv-IGiodef, Inc., Exclusive national Keprerenfelivef 



SPONSOR • 27 JUNE 1960 



71 



REPRESENTATIVES 



WITHIN A STONE'S THROW 
OF COMMUNICATIONS ROW! 

One of New York's 
most desirable locations 

MADISON AVENUE 
AT 52nd STREET 




JX.JJJLU » » » ; ■_*-» ' r,3 
A Bigger and Better 




HOTEL 

Just steps from anywhere... 
now with 500 individually deco- 
rated rooms and suites — and 
completely air conditioned. 




The magnificent new 




17 E. 52 St. 
Your rendezvous for dining 
deliberately and well... 
open every day of the week 
for luncheon, cocktails, 
dinner, supper. 




• \ -harp solution: WQAM, 

Miami, has come to the aid of the 
men who reportedly have run into a 
razor-blade shortage in Cuba. Station 
is airing, in Spanish and English, an 
offer to send blades to anyone who 
needs them if he'll send in his name 
and Cuban address. 

Thisa 'n' data: Just -released Elec- 
tric League of Los Angeles figures 
show radio set sales of 37,541 for 
the month of April — up 341 over 
the same month last vear . . . Sports 
note: KOOL, Phoenix, awarded ex- 
clusive broadcasting rights for the 
1960 Arizona State University foot- 
ball games . . . Construction note: 
KTBC-AM-TV, Austin, now build- 
ing a new five-story studio and of- 
fices at Tenth and Brazos . . . Debut : 
WJRL, Rockford, 111., began broad- 
casting last week. 

Kudos: To WABC, New York, d.j. 
Al Lohman, Jr., a PAL citation for 
his help in curbing juvenile delin- 
quency . . . Ohio State University 
Alumni Association's Citizenship 
Award to Robert T. Mason of 
WMRX, Marion, Ohio . . . Patti 
Searight, WTOP, Washington, re- 
ceived a certificate of appreciation 
from the Red Cross . . . KFAB, Oma- 
ha, took top honors in three out of 
four categories in the Omaha Radio- 
Tv Council Gold Frame Awards . . . 
Robert R. Mackey, WALT, Tampa, 
recipient of Fifth Annual Media 
Award of the Florida Bar . . . Asso- 
ciated Broadcast Executives of Texas 
"Bettv Award" to Harold Hough, 
WBAP, Fort Worth . . . WBET, 
Brockton, Mass., awarded the certifi- 
cate of honor by the Freedoms Foun- 
dation . . . WKY, Oklahoma City, 
winner of the Oklahoma Associated 
Press Broadcasting Association's news 
citation for 1959. 

Station staffers: Ed Paul and 
Harry Dennis, named v.p.'s of 
Cleveland Broadcasting, Inc. (WERE, 
Cleveland; WLEC, Sandusky; and 
WERC, Erie, Pa.) . . . Al Laval, to 
general manager of KXEL. Waterloo, 
Iowa . . . Ira Laufer, general sales 
manager of KEZY, Anaheim, Cal., 
has acquired ownership status through 
the purchase of stock in the corpora- 
tion . . . William Humphreys, to 
national sales manager of WTCN, 
Minneapolis-St. Paul. 



Katz took exception to the "im- 
plications" in 20 June WRAP- 
L P item relating to various rep 
firms' debating the question of 
whether to open an office in Min- 
neapolis. 

Katz points out that Minneapolis 
as a source of spot tv business is im- 
portant since it provides 6 f t of na- 
tional advertising revenue. 

Also, notes Katz, the item over- 
looked the fact that Branham has an 
office in Minneapolis and H-R is 
opening one next week. 

The points apparently missed by 
the item: (1) a branch office series 
the convenience of the agencies in 
that city, (2) a rep is in the right 
place when a piece of business breaks 
and (3) the stations feel secure in 
knowing there's somebody there cov- 
ering them in such an event. 

Thomas A. Taylor (PGW) is the 
new president of the Chicago 
SRA. 

Other electees: Charles Compton 
I Meeker I, v.p. ; Jerry Flynn (AM 
Radio Sales), treasurer; and Sy 
Thomas (Radio-Tv Reps), secretary. 

Program arrangements: Rex La- 
then (H-R) and Thomas Harrison 
(Blair). 

Devney, Inc. and Richard O'Con- 
nell, Inc. this week merge to 
form Devney-O'Coniiell, Inc. 

Edward J. Deveney is president of 
the new rep firm, and Richard O'Con- 
nell, executive v.p. (For details, see 
Radio/TY Newsmakers, page 80.) 

Station promotion managers, rel- 
atively new in their posts, had 
the opportunity to observe how 
a rep firm operates. 

Edward Petry & Co. sponsored this 
two-day clinic in New York for the 
purpose of introducing the tv station 
executives to the promotion, research, 
publicity, and marketing problems on 
the national level. 

A five-market survey for PGW by 
Trendex, points up that the con- 
suming public shows a prefer- 
ence for regional brands of gaso- 
line. 

These findings, a part of PGW spot 
tv presentation (see WRAP-UP 20 



sponsor • 27 JUNE 1960 



Interview: ^ (J>JUju>^u__ 

Executive Vice President, Stockton -West-Burkhart Advertising Agency, Cincinnati, 
tells why he selects the WLW-TV and Radio Stations for Hudepohl Beer. 




You can always look to the 
Crosley Stations for the latest 
accomplishment of true 
significance to the 
broadcasting industry." 



"This summer the WLW-TV 

Stations are televising 
night baseball in COLOR 
for the first time in 
TV history. Undoubtedly 
color adds tremendously 
to the appeal of the game 
. . and to the effectiveness 
of our commercials." 




"This COLORCASTING of outdoor 
night remotes under normal lighting 
conditions is of real value to TV 
advertisers and gives added weight 
to the already heavy list of other 
WLW-TV's advantages." 

"The Hudepohl Brewing Company 
is happy to receive this extra 
programming and commercial 
advantage as one of the WLW-TV sponsors 
of these Cincinnati Reds games." 




Call your WLW Stations' Representative... you'll be glad you did! The dynamic WLW Stations. 








Crosley Broadcasting Corporation, a service of Avco 



SPONSOR • 2i JLNE 1960 



Jiuif .-how that national gasoline 
brands came out well, hut consistent- 
1\ lagged behind the leading regional 
product*. 

Hep appointments: KYME, Boise, 
to Grant Webb & Co. . . . WG1V, 
Charlotte, to Bernard I Inward & 
Co. 

New company: George Eckles has 
purchased the Harry Wheeler Co. and 
will operate the firm, which will bear 
his name, from 80 Boylston Street, 
Boston. 

Rep appointments — personnel: 
Richard Stahlberger, to radio sales 
specialist at CBS Radio Spot Sales, 
N. Y. . . , Richard W. Epp, to tv 
sales staff of The Katz Agency, St. 
Louis ... To account executives: 
Harry D. Jacobs, Jr., at AM Radio 
Sales. Chicago; Richard Kimball 
at Blair Tv Associates, Chicago . . . 
Irvin E. Dierdorff, to Eckles & Co., 
Boston. 



TV STATIONS 



KOB-T\ -AM. Albuquerque, is 
circulating via a mimeoed broad- 



Hide, a plaint which lias plagued 
many a station throughout the 
country. 

The gripe: national advertisers 
without reason or logic concentrate 
their spot money at distribution 
points instead of spreading among 
the markets where the distributor's 
product is actually retailed. 

This situation, points out the broad- 
side, is quite common in the case of 
supermarket chains. The manufac- 
turer channels an undue share of the 
area's media budget into the city 
from whence the chain fans out its 
shipments, overlooking markets where 
an overwhelming portion of these 
goods are consumed. 



Ideas at work : 

• For the kids: KTY'I, St. Louis, 
and Ozark Air Lines hosted more 
than 10,000 mothers and children at 
the city's airport. The promotion, 
"Romper Room Day at the Airport," 
included the inspection of the air 
line's new turbo jet, a chance to meet 
a real test pilot, and the star of the 
children's program, Miss Joan. 

• Y r ivent les sponsors: That was 
one of the toasts offered at the an- 



nual KDKA-TV, Pittsburgh, ad 
agency party last week. The French 
theme, in keeping with the decor of 
LeMont, the city's newest night spot, 
kept the more than 400 guests in 
wine, perfume, and listening range 
of a chanteuse. 



Thisa V data: WN AO-TV, Boston, 
is distributing barbecue mitts to the 
trade to publicize its "hot" station . . . 
WSIX-TV, Nashville, last week pur- 
chased a 1000-C Ampex Videotape 
machine . . . Under construction: 
WFAA-AM-FM-TV, Dallas, now 
building new studios and mobile unit 
at Young and Houston Streets . . . 
WRDW-TV, Augusta, Ga., this week 
joined the Friendly Group. 

Business notes; KOA-TV, Den- 
ver, has sold one-third sponsorship of 
NTA's Play of the Week series to 
Continental Oil (B&B) . . . Other 
Corinthian stations Convention 
coverage sales (see 13 June WRAP- 
UP, page 79) include Fall City Brew- 
ery on WISH-TV, Indianapolis; Peter 
Eckrich & Sons, WANE-TV, Ft. 
Wayne; and Conoco (half) on KOTV. 
Tulsa. 



CBC APPOINTMENTS 




J. R. Malloy 



W. Cooke 



R. S. Joynt 



W. Weston 



John R. Malloy, 34. of Toronto, has been named sales 
director ( English) of the Canadian Broadcasting Cor- 
poration, it was announced hy Keith Morrow, director 
of the English networks and the Toronto area. 
Mr. Malloy has been supervisor of television sales since 
Oriober, 1956. 

In his new position he will be responsible for the CBC's 
three English sales departments — radio, television and 



export. 

Managers of the three departments reporting to Mr. 
Malloy were also named: William Cooke, TV sales 
(English); Ronald S. Joynt, radio sales (English); 
and William Weston, export sales. 

These appointments have heen made in line with CBC's 
continuing plan of streamlining its policies and opera- 
tions. 



71 



SPONSOR 



27 june 1960 



Kudos: KOOL-AM-TY, Phoenix, 
received the Special Station Achieve- 
ment Award from the Academy of 
Television Arts & Sciences, and the 
National Public Interest Award from 
the National Safety Council . . . Sac- 
ramento Junior Chamber of Com- 
merce Award to KXTV . . . KOMO- 
AM-TV, Seattle, recipient of public 
interest award from Seattle-King 
Count)' Safety Council. 



On the personnel front: A. Dono- 
van Faust, to general manager of 
WJRT, Flint . . . Harry Wheeler to 
local sales manager of WHDH-TV, 
Boston . . . John J. Howlev, to sales 
staff of KWTV. Oklah oma Litv . . . 
At KNXT, Los Angeles, Fran 
Haughn to sales administrator, Bob 
Cochrane as sales service manager, 
Gordon French to national sales 
representative, Jack Van Volken- 
burg to sales office manager, and 
Lou Sweeney to account executive 
... Jeff Carey to WPIX, New York, 
as account executive . . . C. Meritt 
Trott to account executive at WNHC- 
T\ , New Haven. ^ 




SPONSOR ASKS 

(Continued from page 49) 

Carl L. Schuele, president and gen- 
eral manager, Broadcast Time Sales, N. Y. 

According to the BTS research de- 
partment, co-op advertising is pres- 
ently running 10 times ahead of all 



Co-op often 
nothing more 
than payola 
from manu- 
facturer to 
retailer 



spot radio expenditures, in the top 
100 markets combined. 

At present, the bulk of co-op money 
is being misspent in print — we have 
all seen the full-page ads with 10 to 
50 different products advertised (if 
you can call this advertising). 

Abuses of co-op advertising are too 
numerous to mention — the one who's 
being hurt is the manufacturer. Basic- 
ally, they center around the fact that 
the national advertiser has completely 
lost copy control. What this amounts 
to is payola to the retailer. 

A basic difference between co-op 
and straight advertising is that co-op 



is primarily designed to motivate the 
retailer, while ad\ertising is intended 
to pre-sell the consumer. 

Both can be comhined with radio 
and everyone will benefit, including 
the retailer. For example, one manu- 
facturer was unhappy to learn that 
its co-op funds were being used to 
pay for "bait advertising" by dealers 
who were using its products as loss 
leaders to create traffic. The dealers 
were notified that only advertising 
that stresses the quality features of 
the products would earn co-op monev. 

Here's a plan that will benefit 
radio: The national rep approaches 
manufacturer A with a 500 spot 
"bulk" package in a specific market. 
The manufacturer pays 50% and re- 
ceives 30 seconds out of every minute 
commercial (we suggest the use of an 
e.t.). The manufacturer is guaranteed 
the run of all 500 announcements. 

The ball is now in the station's 
court, who's job is to obtain the other 
50% from the manufacturer's local 
retail outlets. 

Manufacturers should be urged to 
compare radio with their busy co-op 
print ads. With radio they have copy 
control and are the center of attrac- 
tion. ^ 



IT'S ALIVE! 



All new radio 




(formerly KSJO) San Jose, California 



NOW REPRESENTED NATIONALLY BY THE DARIN F.McGAVREN CO. 

(effective June 1, 1960) 

Put new life into your Northern California sales with all new radio KLIV— "the live one" in fabulous 
San Jose. 1590 kc on the dial. 

* Billion dollar retail market within 40 mile radius — includes Santa Clara County, currently California's 
fastest growing area. 

*Tremendous bonus sales in extended coverage in Alameda and San Mateo Counties. 



Member of the Gibson Group KL'V KXOA 



7 



SPONSOR • 27 JUNE 1960 




NUMBER 
ONE CITY 
IN ILLINOIS 

(OUTSIDE CHICACO) 

R-E-M-A-R-K-A-B-L-E 



ROCKFORD 

TOPS IN . . . 
RETAIL SALES . . 



POPULATION 
. NEW HOMES 



AND ... In This Rich 

AGRICULTURAL AND 
INDUSTRIAL HEARTLAND 
OF MID-AMERICA . . . 

ADR MAR. APR. 
AKD , 960 „nd NIELSEN i960 

— AC R E E — 

WREX-TV DOMINATES 
ROCKFORD Area Viewing 

. AT NICHT 

49 of the Top 50 Shows 

• IN THE DAYTIME 

All 20 of the Top 20 Shows 

. TOP WESTERNS 

7 of the Top 8 

• TOP FAMILY SHOWS 

All 5 of the Top 5 Shows 





Tv arid radio 
NEWSMAKERS 





Edward J. Devney (left) and Richard 
O'Connell (below right), presidents, re- 
spectively, of Devney, Inc. and Richard 
O'Connell, Inc., merge 1 July to form a 
new station representative company, Dev- 
ney -O'Connell, Inc. The firm, headquar- 
tered at 535 5th Avenue, IN. Y., will feature 
regional groups such as the Lobster Net- 
work, Me.; Sombrero Network, Tex.; 
Northeast Radio Network, N. Y.; and Caranet (Carolina Radio Net- 
work). Devney, originally from -Cleveland, began his radio career in 
1935 with now-deceased WCLE, Cleveland. He then joined WIBC, 
Indianapolis. In 1939, Devney moved to 
New York as Eastern manager of rep How- 
ard H. Wilson Co. Successive posts includ- 
ed stints as account executive with Headley- 
Reed and v.p. with Wm. G. Rambeau Co. 
Devney started his own business in 1949 
and bought out J. H. McGillvra in 1957. 
O'Connell began as a radio trainee with 
Y&R in 1948. A year later he joined Everett- 
McKinney. In 1951, O'Connell joined all- 
Spanish KCOR, San Antonio, as manager. He set up his own rep 
firm in 1952. Devney is pres. of the new firm; O'Connell. exec v.p. 

Eugene Burr has been elected v.p., pro- 
gram development at NBC TV. Since Sep- 
tember, 1957, he has been producer of CBS 
TV's The Verdict Is Yours series. After 
graduation from Columbia, he was press 
agent for Theatre Guild. He then joined 
The Billboard as, successively, news editor, 
film critic, drama editor, and drama critic. 
After that he served as night managing 
editor of the N. Y. Journal- American. Before turning to tv producing, 
Burr was tv program director for DFS and tv supervisor for Y&R. 

Hal Colden has been named v.p., direc- 
tor of sales for MCA TV Film Syndication 
Division. He began his broadcasting career 
with WJTN, Jamestown, N. Y. His succes- 
sive posts were with WEBR, Buffalo, NBC 
promotion department, N. Y., head of ra- 
dio/tv at Armand S. Neil Agency, Buffalo, 
United Tv Programs, MCA TV in charge 
of the Buffalo office, and supervisor of 

station sales in Chicago for MCA TV. Golden attended the Biarritz 
American University in France, the U. of Buffalo, and Syracuse U. 

SPONSOR • 27 JUNE 1960 





DICK WRIGHT 

(Continued from page 41) 

has been an audience builder for 
WPAT is shown in the Pulse 17- 
county New York studies which give 
the station significant gains in all 
time periods in radio homes reached 
during the past three years, and indi- 
cate that from 12 noon to 12 mid- 
night it outranks the four network 
50 kw. outlets. 

But neither its music formulas nor 
stringent commercial restrictions real- 
ly explain WPAT's success, in the 
opinion of experienced radio and 
advertising men. 

''WPAT's image with advertisers 
is just as important as its image with 
the public," a timebuver in a Top 10 
agency told sponsor. "And Dick has 
done a tremendous job in this area." 

Wright, himself, admits that he 
operates at an advantage because 
"New York is an advertiser's town." 
He points out that with many huge 
agencies and ad accounts centered 
in Manhattan, it is easier for ad man- 
agers, media and account men to 
know about his station, because they 
listen to it themselves. 

His current client list undoubtedly 
reflects some personal enthusiams on 
the part of advertising decision- 
makers, and it includes such substan- 
tial giants as American Tobacco, 
A & P. Atlantic Refining, Ballantine, 
Borden, Campbell Soup, Canada Dry. 
Chrysler, Esso, Ford, General Motors. 
Hoffman, Liggett & Myers, Nestle, 
Northwest Orient, Schlitz, Standard 
Brands, Tea Council, TWA. 

More than 50 blue-chips accounts 
have been on the station continuously 
for three or more years. 

But Wright's wooing of the adver- 
tising fraternity has not stopped with 
providing a program schedule that is 
pleasing to Westport. Greenwich and 
Mamaroneck commuters. 

A sponsor check of agency media 
directors disclosed other reasons for 
WPAT's acceptance in the business. 
First, a single rate policy, and no off- 
the-rate card deals. (Most agency ex- 
ecutives are enthusastic about this, 
even though WPAT rates are sub- 
stantial^ higher than those of many 
other New York stations.) 

Second. Wright's refusal to accept 
"super-saturation" schedules which 
permit one advertiser to dominate the 
station at the expense of others. 

Third, Wright's approach to audi- 
ence research. Two weeks ago at a 



meeting of the Quality Station Group, 
Len Matthews, media v. p. at Leo 
Burnett, singled out WPAT (not a 
member of the Quality Group) as a 
station that provides "exactly the type 
of qualitative research which modern 
media analysts want and need." 

Market Meter studies indicate that 
WPAT's audience is more than 95% 
adult (over 18) and that it is com- 
posed of more people with higher in- 
comes, more people with college de- 
grees, and more in the "young adult" 
buying group than its competitors. 

In addition, WPAT has supplied 
agencies and advertisers with studies 
that show higher listening to the sta- 
tion by retail grocers and retail drug- 
gists than to other outlets. 

Further evidence of Wright's sym- 
pathetic approach to clients and buy- 
ers are the continuing series of parties 
and get-togethers at the station's elab- 
orately furnished E. 56th St. offices. 
WPAT, whose am transmitter is 
across the Hudson in Clifton, N. J., 
has gone to great pains to impress 
media men and ad managers with the 
fact that it is a big time metropolitan 
area station. (With a new fm trans- 
mitter on the Chrysler building the 
station is also aiming for fm domi- 

In Roanoke in '60 
the Selling Signal 

is Seven... 

Many people, much wampum, 
in Roanoke. Heap big voice is 
WDBJ-TV, serving over 400,000 TV 
tepees in Virginia, N. Carolina 
and W. Va. 

i Roanoke not get-rich-quick 
market, but plenty steady. Grow- 
ing, too! That's why smart ad chiefs 
are going western . . . Western 
Virginia, where they'll sell like 
sixty on seven. 

In Roanoke, seven is WDBJ-TV. 
Maximum power, highest tower. 
Superior programming for braves, 
squaws and offspring. 

ASK YOUR PGW COLONEL 
FOR CURRENT AVAILABILITIES 




Roanoke, Virginia 



nance of the radio market. ) 

These three factors then program- 
ing, commercial limitations, and sales 
policies — all figure in the WPAT 
image. To them must be added a 
fourth, and perhaps all important in- 
gredient — the character of WPAT 
management. 

Says Dick Wright, "I have very 
sympathetic partners in the corpora- 
tion,'' and there seems little question 
that the willingness of WPAT stock- 
holders to accept a policy of steady 
growth rather than spectacular profit 
taking, has aided in the station's rise. 

Most agency and radio men around 
New York, however, give the highest 
chunk of credit to Wright himself. 
Before coming to WPAT in 1950, he 
was general manager of WICC, 
Bridgeport, and his radio background 
included executive work with ABC 
and CBS, and with WMCA. WMGM, 
and WOV New York. 

"If you want the real key to the 
WPAT image," says one of Wright's 
friends, "the answer is this: Get a 
real broadcasting pro. Then give him 
the chance to do exactly what he 
believes in and loves. That's what 
happened to Dick. And that's the 
reason for the WPAT story." ^ 




sponsor • 27 JUNE 1960 



77 




frank talk to buyers of 
air media facilities 




The seller's viewpoint 



In an era of spiraling costs and continually expanding populations, it would 
seem only logical and consistent for the spot announcement to have increased 
proportionately in price, says Fin Hollinger, vice president and general man- 
ager, K-POI, Honolulu. Paradoxically, however, "the radio spot announce- 
ment commands a lower unit price today than it did two decades ago." The 
fault is perpetrated by broadcasters who trade time for one-third its value in 
airline tickets and hotel due bills, Hollinger charges, thereby encouraging the 
growth of time brokers who compete with stations in peddling their own time. 




BEWARE THE TRADE-OUT BROKER! 



Wh at is three times as valuable as money? Certainly 
not airline tickets and hotel due bills! 

Amazing as it may seem, however, an increasing number 
of America's broadcasters seem to regard said items to be 
three times as valuable as money. 

The number of broadcasters willing to trade radio and 
tv time for one-third of its value in airline tickets and 
hotel due bills is equally as alarming as it is astonishing. 

Apparently hypnotized by the prospect of travel via time 
trade-outs, they are actually fostering the cancerous growth 
of concerns that virtually compete with the stations in 
peddling their own time. 

Because they buy it at one-third of the station's regular 
iate>. they can obviously dispose of it at far lower rates 
than the stations themselves would charge the same spon- 
>ors. 

Hawaii, America's 50th state, is a string of islands 2.200 
miles from the West Coast. Between the islands the air- 
plane is our streetcar. Between Hawaii and the mainland 
the airplane is our cross-country bus. A lot of airlines 
j-erve Hawaii, and a lot of airline dollars are spent on radio 
and tv. 

Hawaiian broadcasters' rate cards are realistic. Both 
radio and tv offer top value for the advertiser's dollar. 
Major airlines buy broadcast advertising on the same basis 
as am other account. 

\\ ould the broadcaster who accepts one- third of his rate 
ulien his time is sold to an airline or hotel (for plane 
tickets 01 a due bill I be willing to accept one-third of his 
rate when his time is sold to a cigarette or soap account? 

If he will, then the industry is in a much more deplor- 
•tble condition than even the payola investigators might 
i» lievi . \nd. if he won't today, he may have to tomorrow 

-ucli a vicious practice is permitted to flourish. And 
' ish it will, if broadcasters don't crack down on it now. 



The writer has just received a signed contract for 
$15,000 in radio time on K-POI, Honolulu. Said contract 
( from \^ orld Travelers' Club, Inc., 655 Madison Avenue. 
New ^ ork I states: 

a J The station receives one-third of this amount as due 
bill credit on airline transportation, hotels, products 
and services, when available. (What a guarantee! I 
bl The rate the station must apply on the 815,000 pur- 
chase of time is maximum discount rate on station's 
lowest rate card plan. (All this, and end rate, too! > 
c 1 Advertising may be placed over a 24-month period, 
d I 15% commission on the $5,000 in due bill credits is 
to be paid by the station in cash. 10% of the total 
commission amount is to be paid in advance and the 
balance in six monthly installments. I Commissions 
in advance of advertising, yet! ) 
In an era of continuously spiraling costs and constantly 
expanding populations it would seem only consistent that 
the charge made by broadcasters for that base product 
of the industry, the spot announcement, would have simi- 
larly increased in price. 

Paradoxically, the radio spot announcement in virtually 
every U. S. market commands a lower unit price today than 
it did two decades ago. 

The trend, my fellow broadcasters, should be upward. 
Certainly, we should not be drifting toward treacherous 
rapids represented b\ practices that enable time brokerage 
concerns to sell our own product at even less than we 
charge for it — and pay us in airline tickets or hotel accom- 
modations, "from time to time, when available." 

Such a vicious practice could spread with ugly malig- 
nancy to the stage where all of radio's sponsors would 
buy through the trade-out brokers. 

Beware and be warv. Let's all remember that a dollar's 
worth of radio is worth a dollar's worth of money! ^ 



'3 



SPONSOR • 27 JOVE 1960 





SYMBOL 
of 

LEADERSHIP 



WBEN-TV has always had 
complete and easy-tounderstand 
weather coverage. Buffalo's first 
television station, always alert 
to improving community service, 
now adds the Radar ground- 
weather system — one of less 
than a half-dozen U.S. stations 
so equipped. 

This Radome atop our modern 
new studios is a symbol of lead- 
ership — one of many "extras" 
WBEN-TV constantly adds to 
improve its already top program- 
ming. It's one of many reasons 
why your TV dollars count for 
more on Channel Four. 




National Representatives: 
Harrington, Righter and Parsons 

WBEN-TV 

The Buffalo Evening News Sfafion 



CH. 
CBS in Buffalo 



SPONSOR • 27 JUNE 1960 




Here come the conventions 

Every four years the country gets a chance to really appre- 
ciate the tremendous public service job done by tv and radio, 
and we believe that the convention, campaign, and election 
coverage this year is going to be more impressive than ever. 

Plans announced by the networks, stations, and station 
groups indicate that the doings at both Los Angeles and Chi- 
cago will receive more in depth reporting, more behind-the- 
f-cene*. coverage and more dramatic presentations than the 
country has ever known. 

Similarly, advertisers at both network and local levels will 
be finding even greater audiences and more opportunities for 
successful associations with the campaigns. 

With YA estinghouse the CBS coverage for the third straight 
time, with other clients supporting NBC and ABC activities, 
and with stations like those of the Corinthian Group getting 
solid advertising support for special convention programing, 
the industry's huge campaign expenditures will have a sub- 
slantial financial date. And we like the fact that advertisers 
are sharing with broadcasters the prestige and responsibilities 
of this great public service effort. 

Standard spot billing Form gets rolling 

With station acceptances of its Standardized Spot Billing 
Form pouring in, sponsor's Standard Spot Practices Commit- 
tee reports two significant developments in its drive to "get 
rid of the paper work jungle in radio /tv spot." 

First, the new manual form has been unanimously endorsed 
by the member? of the Station Representatives Association, 
Second, the ANA. in a special management clinic, has ex- 
plained the form to its advertiser members, and praised it a- 
a forward ^tep in simplifying media buying. 

These two endorsements, coupled with that of the Agency 
Financial Management Group, means that the new form ha> 
the enthusiastic backing of three significant sections of the 
industry — agencies, advertisers, and representatives. 

The Committee also reports that work is progresr-ing on the 
development of machine billing forms for stations who use 
IBM. NCR, Remington Rand, or other equipment. 

Stations who use manual billing and have not seen the 
Spot Practices Committee form may secure copies by writing 
the reprer-entatives or directly to sponsor. 

80 



10-SECOND SPOTS 

Improvement: WGN-TY, Chicago, 
hastily withdrew NTA's Play of The 
IT eek '"Medea" from its programing 
on Easter Sunday, feeling the theme 
of a mother who kills her children too 
rough for the occasion, finally aired 
it on Mother's Day. 

Where it helps: "Psychologists now 
say you shouldn't tell your friends 
about your troubles. Tell your ene- 
mies — they'll really enjoy them." — 
Pat Buttram. CBS Radio. 

The counters: Xeusueek, in its 13 
June issue, reported a tv survey by 
students and faculty of Los Angeles' 
Pepperdine College. During a week 
thev watched seven channels for 
669*2 hours, counted the following: 

• 1,261 incidents involving death. 

• 1,348 cases of physical mayhem. 

• 1,087 threats of violence. 

• 258 cases of property damage. 

• 784 alcoholic drinks consumed. 

• 995 kisses. 

• 7.887 tv commercials. 

That's why jV's called commercial tv. 

Speed-up: WQAM press release — 
" WQAM, Miami, Florida Disc Jockey 
Charlie Murdock called Mrs. Carole 
Banaszak of Miami to notify her 
that she had won second prize in a 
station contest which entitled her to 
a full week s all expense paid vaca- 
tion at one of South Florida's re- 
sorts. Mrs. Banaszak was so excited 
at winning in the WQAM contest that 
eight hours later she gave birth to an 
eight-pound baby boy. The doctor 
attributed the early arrival to the 
WQAM surprise." 

Sparkle plenty: From a Dr. Pepper 
Co. press release — 
' One of the most unusual prizes in 
contest history will be awarded the 
grand w inner of a 8100,000 national 
consumer contest being conducted by 
Dr. Pepper Co. ... a specially de- 
signed doorknob containing a cluster 
of 50 small diamonds around its rim 
and a huge two-carat diamond attrac- 
tively mounted in its center. . . . 
Company officials say they believe 
this to be the only diamond doorknob 
in existence in the world today." 
That's a pretty safe belief. 

SPONSOR • 27 JUNE 1960 



50 MARKET 
RATING... 




NOW IN PRODUCTION 



2nd GREAT YE 



The New Power 
In TV Programs . . 



ZIV 




SMASH 

IN CITY AFTER CITY! 



MEMPHIS • WREC-TV 

32.5 

Nielsen, Jan. '60 


AUGUSTA, GA. • WJBF 

39.2 

Nielsen, April '60 


ALBANY ■ WRGB TV 

33.9 

Nielsen. March '60 


SPRINGFIELD, MO. • KTTS-TV 

37.1 

Nielsen, April '60 


LOUISVILLE • WHAS-TV 

34.4 

Nielsen, Jan -April '60 


PROVIDENCE • WJAR-TV 

29.2 

Nielsen, April '60 


SYRACUSE • WSYR-TV 

31.3 

Nielsen, April '60 


KNOXVILLE • WATE-TV 

33.7 

Nielsen, April '60 



BOISE • KTVB 



41.0 



ZIV UNITEO ARTISTS, INC. 
488 Madison Avenue 
New York 22. N.Y. 



Stories of people unjustly 
accused and the one man 
who brings them their 
ONLY CHANCE OF HOPE! 



ROCHESTER 
WHEC/WVET-TV 

37 0 



60 



1